Sunnei‘s Bold Farewell: A Creative Departure from Conventional Fashion
Published
September 26, 2025
In a stunning turn of events at Milan Fashion Week, the Italian fashion label Sunnei made headlines not just for its unique presentation but also for the unexpected announcement of its founders’ departure. Loris Messina and Simone Rizzo, the creative minds behind the brand, revealed their decision to step away from their menswear and womenswear ready-to-wear label after a decade of innovation and boundary-pushing creativity.
A Show Like No Other
The duo’s final act was anything but traditional. Instead of showcasing a new collection on the runway, Messina and Rizzo orchestrated a theatrical auction in collaboration with Christie’s, a move that served as a pointed critique of the fashion industry’s increasing commodification. As guests filled the auditorium, they were greeted not by models strutting down a catwalk, but by an elaborate setup that resembled an auction house, complete with an antique lectern emblazoned with Christie’s name.
The event was framed as “an urgent act,” a statement that resonated deeply with the audience. Attendees received catalogues listing the auction lots, which included two oversized wooden crates. The first crate was described as a “testament to Made in Italy,” while the second was sold as a pair, symbolizing the duality of fashion and art.
The Auction: A Symbolic Gesture
As the auctioneer began, models took their places, mimicking bidders with phones pressed to their ears. The first crate, representing the Sunnei brand itself, started at a staggering 6 million “fashion dollars” and quickly escalated to an astonishing 112 million. The second crate, which revealed the designers themselves-Messina perched on Rizzo’s shoulders-started at a mere 17 fashion dollars and sold for 95 million, eliciting applause from the audience.
This performance was not merely a farewell; it was a bold statement about the current state of the fashion industry. Messina and Rizzo articulated their intent in a statement, saying, “Fashion is finance, creativity is for sale.” Their auction served as a hyperbolic metaphor for the hidden dynamics driving the industry, where marketing often overshadows the product itself.
A Reflection on the Fashion Landscape
The imagery of designers auctioning themselves off to the highest bidder is particularly poignant in today’s fashion climate, where large luxury conglomerates dominate the market, leaving smaller, independent labels struggling to survive. This scenario echoes the sentiments of many in the industry who feel that creativity is increasingly being sacrificed at the altar of commercialism.
Messina and Rizzo’s departure marks a significant moment not just for Sunnei but for the fashion world at large. Their approach has always been unconventional; two years ago, they invited the public to rate their show, and their presentations have consistently blurred the lines between fashion and art. They have staged shows in unique locations, from the top of the Pirelli skyscraper to the bottom of a drained swimming pool, often incorporating immersive experiences that challenge traditional fashion norms.
A Legacy of Innovation
Since its inception in 2014, Sunnei has been known for its colorful, relaxed aesthetic and graphic sensibility. The brand has carved out a niche that resonates with a younger audience, often challenging the status quo of the fashion industry. Their recent anniversary celebration featured an all-senior cast, further emphasizing their commitment to inclusivity and diversity.
The duo’s innovative spirit has not gone unnoticed. They have consistently pushed boundaries, whether through their choice of venues or the unique narratives woven into their collections. Their performances have become cult favorites, attracting a dedicated following of fashion enthusiasts who appreciate their artistic approach.
Conclusion: A New Chapter Awaits
As Messina and Rizzo step away from Sunnei, they leave behind a legacy of creativity and disruption. Their decision to pivot towards new forms of expression reflects a broader trend in the fashion industry, where the lines between art, commerce, and personal expression continue to blur. While their departure marks the end of an era for Sunnei, it also opens the door for new possibilities in their creative journeys.
In a world where fashion is increasingly intertwined with finance, Messina and Rizzo’s farewell serves as a poignant reminder of the importance of creativity and the need for a more profound dialogue about the future of the industry. As they embark on their next chapter, the fashion community will undoubtedly be watching closely, eager to see how these visionary designers continue to challenge conventions and inspire future generations.
