Brand to Know: SUNNEI
An Undercover Brand Serving a Masterclass in Modern Art Direction
Some brands follow trends, others set them, and then there’s SUNNEI—a brand that seems to exist in its own orbit 🪐
I started thinking about SUNNEI after reading Forbes’ How Jacquemus Took Over Your Phone. Jacquemus gets endless attention (and deservedly so), but why aren’t we talking more about emerging brands that are just as playful—if not more so—especially given their smaller budgets?
SUNNEI immediately came to mind.
From their unexpected humour to their subversive take on fashion show traditions, SUNNEI doesn’t just design clothes—they create moments. They’ve mastered the art of experience, redefining what it means to be a modern label and proving that innovation isn’t reserved for the big players.
SUNNEI is a brand born from the digital underbelly—a product of internet rabbit holes and cutting-edge creativity, injecting a fresh, fearless vision into the industry. It’s allowed them to be more experimental, with no heritage or legacy archive anchoring them to a traditional DNA.
It’s a brand I’ve admired for years, and today, I’m diving into the art direction choices that make SUNNEI so exceptional, uncovering the creative minds behind their success, and exploring the lessons we can all learn from their groundbreaking approach.
Who Are SUNNEI?
SUNNEI is a Milan-based brand founded in 2014 by Loris Messina and Simone Rizzo. Its name—a playful Italianisation of the English word "sunny"—perfectly encapsulates their ethos: lighthearted, fresh, and vibrant.
From the start, the brand has been about creating in the intersection of Italian craftsmanship and contemporary play, creating clothes for the person who’s in the know but doesn’t feel the need to shout about it.
Why SUNNEI Stands Out
SUNNEI doesn’t feel like your everyday luxe brand—it feels like a limitless playground for creative experimentation, spanning their campaigns, socials, and even their e-commerce.
Interestingly, you won’t find a traditional campaign tagline or slogan from SUNNEI.
Instead, they’ve built a brand that thrives on excitement, unpredictability, and a sense of discovery. Their content doesn’t just blend into your feed; it disrupts it. And yet, despite the chaos, their visual identity is undeniably cohesive and instantly recognisable.
Here’s what sets their art direction apart:
1. Rebellion, Redefined & Refined
SUNNEI rebels against high fashion, but not in the way we’ve come to expect from brands like Diesel or Versace. Their approach is light-hearted, irreverent and refined—less leather-clad anarchy, more cheeky subversion. Every image, video, and concept feels like a stage for experimentation, a blank canvas for creatives to push boundaries without losing sight of fun.
2. Interactive Experiences
SUNNEI doesn’t just create visuals; they create moments.
Whether it’s handing out paddleboards at runway shows for guests to score the looks or prioritising engagement in their social content, they’re masters at breaking fashion’s fourth wall.
While they’ve released polished imagery, their campaigns avoid the hyper-glossy, untouchable vibe. Instead, they feel raw, human, and designed to pull you in. Their use of interactive ideas, short social films, and direct audience involvement signals a shift away from passive consumption to active participation.
3. Playful Storytelling
SUNNEI has perfected the balance between irony and sincerity. Their tongue-in-cheek humour feels quintessentially Italian, but with a modern, global edge. It’s the kind of storytelling that reminds you why you fell in love with fashion in the first place—back when it wasn’t afraid to laugh at itself.
SUNNEI doesn’t sell consumerism; they sell creativity. It’s refreshing in an industry that can sometimes take itself far too seriously.
4. Wearability Meets Whimsy
Their designs are versatile and practical, but never boring. SUNNEI’s pieces have a knack for surprising you, whether it’s a bold stripe, an unconventional cut, or a quirky detail that elevates an everyday look.
But it doesn’t end at their designs. Even at the point of purchase, SUNNEI’s whimsical personality remains true. From product design to online shopping experiences, they carry the same playful yet thoughtful energy that defines their visual identity.
Meet the Visionaries
Behind SUNNEI’s distinct aesthetic are founders Loris Messina and Simone Rizzo. Their partnership is the heartbeat of the brand.
Messina brings a French influence to the table, while Rizzo channels his Southern Italian roots. Together, they’ve built a visual language that feels both universal and deeply personal.
What’s most intriguing is their backgrounds. Neither came up through traditional fashion pathways. I might need to make a mental note about this duo, the next time someone questions whether my unconventional route into fashion is a good or bad thing.
Messina’s experience in photography and Rizzo’s in digital strategy have been pivotal in shaping SUNNEI’s visual storytelling. They’re self-taught, fiercely independent, and unafraid to colour outside the lines—a combination that feels increasingly rare in an industry dominated by legacy houses.
Lessons for Aspiring Art Directors
SUNNEI isn’t just a brand; it’s a case study in how to do things differently. Here’s what aspiring art directors can learn from them:
🔨 Break the Rules—SUNNEI thrives by challenging conventions. Ask yourself: What norms can you subvert to create something memorable?
🎥 Tell a Story—Every campaign, show, and collection ties back to a narrative. Whether that’s big or small.
👯♀️ Engage, Don’t Just Present—SUNNEI doesn’t just put things out there; they invite their audience to participate. Whether through interactive content or clever details, find ways to involve your audience.
💿 Master the Mix—SUNNEI’s strength lies in their balance of playfulness and precision. Great art direction knows when to have fun and when to keep it sharp.
SUNNEI is proof that fashion doesn’t have to be predictable or overly serious to succeed. They’ve carved out a space for themselves that feels fresh, fun, and endlessly inspiring. For anyone looking to shake up the status quo, SUNNEI offers a masterclass in breaking rules while staying true to your creative vision.
Thank you so much for reading!
This week, here’s what’s coming your way💌
Wednesday: A behind-the-scenes look at one of my own campaigns—how it came together and the lessons learned.
Friday: A deep dive into the differences between working at a creative agency and in-house at a brand as an art director.
THE ART DIRECTOR, written by me, Lottie Bisou—a Senior Art Director and Visual Curator in Womenswear Fashion and Beauty—was born out of a desire to give my 8-years-ago self the resource she was desperately searching for.
Back then, I wanted to understand the industry but couldn’t find anything relatable or real.
That’s why every article here is a labour of love, crafted in the precious bits of my free time. To those with paid subscriptions: your support means everything. Knowing that these "silly little articles" bring value, insight, or even just a bit of joy to your day makes it all so worth it.
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Just adore sunnei ❤️
Oh wow!! That runway idea is so cool.