Sunnei Founders Bid Farewell in Unique Mock Auction
Milan – In a strikingly unconventional farewell, Simone Rizzo and Loris Messina, the creative minds behind the Italian fashion label Sunnei, held a mock auction in collaboration with the prestigious auction house Christie’s. This event, which took place on a Friday afternoon, marked not only the end of an era for the brand but also a symbolic gesture of their departure from the helm of the company they founded nearly a decade ago.
A Unique Departure
The mock auction served as a clever metaphor for Rizzo and Messina’s exit, as they playfully put themselves and their brand “up for auction.” This sardonic approach encapsulated the essence of Sunnei, a label known for its offbeat, whimsical aesthetic that has captivated a diverse audience. While the founders remained tight-lipped during the event, they later expressed their emotions in a heartfelt conversation, emphasizing their desire to explore new ventures.
“Everything we do is spontaneous, uncomplicated, and comes from the guts,” Rizzo and Messina shared during a phone call the night before the event. Their decision to step down was not made lightly; after ten years of nurturing Sunnei, they felt it was time to turn the page. “We just know that when our minds align on a feeling, we have to act,” they added, reflecting on their journey.
The Birth of Sunnei
Founded in 2014, Sunnei emerged from the creative minds of Rizzo and Messina, who were fresh out of university and untrained in traditional design. They recognized a gap in the Italian fashion landscape for innovative brands and set out to fill it. Their unique vision quickly attracted a trans-generational fanbase, drawn to what they described as a “kindergarten for adults” aesthetic.
Unlike many of their contemporaries, Rizzo and Messina consciously avoided participating in young designer competitions and distanced themselves from established fashion cliques. This decision, while earning them a reputation as outsiders, allowed them to cultivate a distinct identity that resonated with their audience.
Investment and Growth
In September 2020, Sunnei received a significant boost with a €6 million investment from Vanguards, a fashion and lifestyle fund co-founded by Peter Baldaszti, CEO of Nanushka. This financial backing provided the brand with the resources to expand its creative horizons.
Sunnei’s innovative approach to fashion was evident in their viral marketing strategies, which included crowdsurfing models and live audience rankings of outfits. The brand’s reach extended beyond clothing, venturing into online radio, home goods, and even a café, showcasing their versatility and commitment to creativity.
The Future of Sunnei
As Rizzo and Messina prepare to step away, they have not disclosed their plans for their remaining stake in the brand. “Ideas are what we are quite good at,” they remarked, hinting at their readiness to embrace new challenges, even if they have no specific plans in mind. Their ability to generate fresh concepts has been a hallmark of their success, blending elements of dadaism with a refreshing naivety.
Their departure raises questions about the future direction of Sunnei. The brand has established a strong team capable of continuing its legacy, as Rizzo noted, “Sunnei is the organism we have created, but it is autonomous from us. It can further grow by itself: the team is just wonderful.”
A Lasting Impact
Rizzo and Messina’s idiosyncratic approach to business has set them apart in the fashion industry. Their ability to attract attention through unconventional methods has resonated with consumers seeking authenticity in a world often dominated by cynicism. “Our idea, in a nutshell, is that fashion can be intelligent and entice good feeling,” they concluded, encapsulating their philosophy.
As they bid farewell to Sunnei, Rizzo and Messina leave behind a legacy of creativity and innovation that has challenged the norms of the fashion industry. Their journey serves as a reminder that authenticity and a willingness to break the mold can lead to remarkable success.
Conclusion
The departure of Simone Rizzo and Loris Messina from Sunnei marks a significant moment in the fashion world. Their unique blend of humor, creativity, and authenticity has not only shaped the brand but has also left an indelible mark on the industry. As they embark on new adventures, the fashion community will undoubtedly be watching closely to see what these visionary designers will create next.
