Sunnei Brand Exit: Mock Auction & Designer Goodbyes
- Milan-based fashion label Sunnei's founders, Simone Rizzo and Loris Messina, announced their departure from the brand on june 21, 2024, marking the end of an era for the...
- The unconventional announcement took place during a show co-created with the renowned auction house Christie's on June 21, 2024.
- Notably, the founders remained silent during the event itself, adhering to their characteristic understated dialog style.
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Sunnei Founders step Down After Decade, Stage Symbolic “Auction” of Brand
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Milan-based fashion label Sunnei’s founders, Simone Rizzo and Loris Messina, announced their departure from the brand on june 21, 2024, marking the end of an era for the independent label. The announcement followed a unique show staged in collaboration wiht Christie’s, presented as a mock auction of the founders and the brand itself.
the Symbolic Auction and Quiet Departure
The unconventional announcement took place during a show co-created with the renowned auction house Christie’s on June 21, 2024. The event was designed as a mock auction, with Rizzo and Messina symbolically putting themselves and the brand “up for sale” (Business of Fashion). This gesture, described as “very ‘Sunnei'” by the publication, signaled their intention to move on to new projects.
Notably, the founders remained silent during the event itself, adhering to their characteristic understated dialog style. They later explained their decision in a phone call, emphasizing the spontaneous and intuitive nature of their creative process (Business of Fashion). “Everything we do is spontaneous, uncomplicated and comes from the guts,” they stated.
A Decade of Sunnei: Building an Outsider Brand
Rizzo and Messina founded Sunnei in 2014, quickly establishing a reputation for its distinctive aesthetic – sardonic, dry, and subtly humorous. The brand gained a loyal following among fashion insiders for its unconventional approach to design and marketing.Despite its success, Sunnei deliberately maintained a position as an outsider within the established Milanese fashion scene.
Sunnei’s success can be attributed to its unique brand identity and its founders’ commitment to authenticity. they prioritized a personal, idiosyncratic approach to business, which resonated with a growing audience seeking alternatives to mainstream fashion.The brand’s focus on quality, craftsmanship, and a distinct visual language helped it stand out in a crowded market.
The Founders’ Outlook: A natural Progression
The founders described their decision as a natural progression, stemming from a shared feeling that it was time for a change. They emphasized that the decision was made quietly and deliberately, after a period of introspection and self-questioning. “We’re slow burners, constantly questioning ourselves, but after ten years of Sunnei we just knew we needed new adventures,” they explained (Business of Fashion).
They expressed a sense of calm and awareness, emphasizing that Sunnei was an “organism” they had created, but one that could continue to evolve independently. This perspective reflects their commitment to allowing the brand to