SUNNEI- Creativity Beyond Norms w/ Loris Messina & Simone Rizzo
The spirit of SUNNEI defies easy categorization—it’s not just a fashion brand but an evolving platform for creative expression that transcends conventional boundaries. Founded by Loris Messina and Simone Rizzo, SUNNEI embodies the vibrant collision of refined bold Italian flair, blending the unexpected with a sense of authenticity that resonates deeply with its community. We ask Loris and Simone to explore how they navigate this unique creative landscape, the inspirations behind their multidisciplinary approach, and the philosophy driving them to build a timeless yet ever-evolving wardrobe. Dive into our conversation with the minds behind SUNNEI to uncover the layers of irony, practicality, and boldness that define their work.
For starters, let’s get to know you a little. How would you define your work to a person who has never seen it before? And where does your creative persona stand in that work?
SUNNEI is often recognized as a Milan-based fashion brand, known for its clothing and unconventional runway shows, but in our eyes, it’s so much more. SUNNEI embodies a spirit that transcends traditional fashion, taking shape in everything from clothing to projects like SUNNEI Objects and Radio SUNNEI. The fil rouge is creativity, timeless authenticity, transcending traditional schemes and connecting with the present through our peculiar language which explores the duality of digital and physical realms via multidisciplinary and cross-media initiatives. We are the creative entrepreneurs behind the brand, those who realized that something like this was missing in the market and decided to do it ourselves.
What inspires you to create, and how does that creative spark find life in the world of SUNNEI?
Our inspiration comes from real life. We’re not driven by abstract ideas but by what we experience around us. Sometimes, our starting point is intensely personal—like an inside joke only we understand—and other times, it’s a symbol everyone can relate to. Take our Torre Velasca-shaped candle, for instance. It celebrates one of Milan’s most iconic buildings and has become a beloved piece among our community.
If we were to approach you as the Yin and Yang of SUNNEI, what would you say are the complementary and contrasting sides of your creative personas that shape your work?
Loris is French so we tend to say that he infuses the brand with the refined taste of his homeland, while Simone is from the South of Italy hence the bold colors, the irony and the provoking attitude of the brand. But SUNNEI is more than the sum of our two personalities, it would be an oversimplification to view it this way. In the office, usually, you would find Loris in the Design department and Simone with the marketing team, but the truth is that every important decision is taken together.
When you hear SUNNEI, you think “new Milan.” How do you think the city has influenced the identity of your brand, and what sets it apart from the traditional fashion scene?
Though we’re not Milan natives, this city welcomed us with open arms, and we’ve grown deeply connected to it. which is why we try to honor it in what we do. For example, we undertook an urban regeneration project in an area on the outskirts of Milan, which we eventually painted entirely white and used to present our SS20 show. Today, people know it as “Bianco SUNNEI.”
Rooted in Milan with the mindset of the world—thinking local and acting global. How do you approach the concept of sharing culture? Are there any other cultures or cities that you find muse in?
For a long time, people thought that SUNNEI was a Korean or Japanese brand, because they didn’t expect this aesthetic from an Italian brand. This is to say that borders have always been kind of blurred for us. We just follow our instincts. Our muse isn’t tied to any one place; it’s about embracing a universal perspective.
Your designs challenge traditional fashion. How do you strike the balance between originality and commercial success when creating the identity of a brand?
This blend comes natural to us. We push boundaries but also strive for practicality and versatility. Our community values distinctiveness and quality, and that balance is key.
There is a noticeable divergence from the design approach in your work, leaning towards practicality. How do you think this has shaped your design process and manifested through the garments you create?
Every detail in our pieces serves a purpose. Our process often starts by revisiting our archive and asking, “How would we do this today?” It’s a constant journey of questioning and refining, always striving for new levels of quality and function.
“We believe in not taking ourselves seriously all the time, which is why you’ll find t-shirts bearing ‘I hate fashion’ prints or high-end Murano glass objects shaped like sex toys.”
In the fashion world, personal authenticity often requires a stand against trends. What kind of creative process does SUNNEI follow as the brand goes beyond trends and creates its own aesthetic?
What’s most important is to focus on our direction without getting distracted by what happens around us. Chasing trends is a dangerous game and we do the opposite: our goal is a timeless wardrobe so that our pieces can accompany our community through a long part of your existence – which is also why we give priority to their quality -.
In this race against trends and time, how do you handle creative blocks?
The fact that we often start by re-imagining items that are already there might help. We always say that SUNNEI is like an iPhone that gets system updates every season: it’s always the same but better. When it comes to shows and content, we’re never short on ideas; it’s just a matter of when is the right time to choose one over the other.
What do you believe the fashion world needs more of, particularly for the next generation of designers?
Unrestrained freedom of thought. More interesting things would emerge if people simply followed their instincts instead of predefined norms.
Your work often plays with humor and irony. How do you balance being approachable while maintaining an edge?
We like to play with conventions and we believe that we don’t need to take ourselves seriously all the time. That’s why you’ll find t-shirts bearing “I hate fashion” prints or high-end Murano glass objects shaped like sex toys. We believe in not taking ourselves too seriously all the time.
SUNNEI has a bold character, reflected in its creative decisions, especially in your 10th- anniversary show where the casting was truly out-of-the-box. What drives you to make these choices? Do you aim to break boundaries, or do you not believe in them at all?
Probably, your last assumption is the most accurate: we don’t believe in boundaries—or, simply put, we don’t care about them. We are often seen as provocateurs, as if we do things merely to “be different” or “sabotage the system.” In reality, subversion is never our goal; this is simply what happens when you don’t follow any preconceived rules. Speaking about our shows, many guests tell us that when they arrive at the location, they start wondering what we might do this season, and they appreciate having an active role in our presentations. We understand that most of the attendees see dozens of shows in a day, so to make ours memorable, it’s essential to create something that deeply resonates with them.
How does the bond established by the SUNNEI brand with its target audience nourish their individual stories and styles? Why is it so important for you that people who wear it can express themselves in an original way?
Thanks to the consistency of our aesthetics, we like the idea that our community might mix pieces from different SUNNEI collections without any clash. It all ties back to the concept of a timeless wardrobe.
How does the aesthetic understanding of the SUNNEI allow the wearer to express his own individuality? Do you think your designs give people the power to express themselves in different ways?
Absolutely. To give customers more options, we offer several reversible and customizable items. For example, the “Do What You Want” collection features a selection of t-shirts in various colors and sizes, each accompanied by iron-on SUNNEI logos, allowing you to decide if and where to apply them.