#everydayiwearsunnei – which has become one the brand’s motto – has first been launched in 2016 as a printed graphic for a 100 pieces limited edition t-shirts, available exclusively at Spazio Sunnei and on the brand’s e-shop. 

Effortlessly came up to life as a joke– like many of the SUNNEI’s ideas – the claim became so popular that has been introduced inside the collections’ graphics as an embroidery detail on basic t-shirts. 

Season after season, the embroidered letters have changed their colors according to the collection’s color palette and downplay more complex looks. It also turned into the iconic quote of the brand's tote bag.

For the Spring Summer 2018, the motto evolved, appearing on a longsleeve oversized t-shirt or combined with other graphics.

Discover the #everydayiwearsunnei pieces here. 

With the unconventional spirit that defines the brand's approach to creation, SUNNEI designs the printed edition of its Spring Summer 2018 Campaign, shot by Andrea Artemisio and styled with Francesca Izzi.

A3 sheets - coming as oversized cards and revealing all the involved characters - are bonded together by a paper sleeve.

Thanks to the ever-changing proposal of the project, the reader has the chance to keep or hand his favorite picture, or simply change the order of the cards.

In its 100 copies limited edition, the project is a special gift for press and the brand’s top clients.

Just as the new season is approaching, SUNNEI reveals its Spring Summer 2018 Campaign shot by Andrea Artemisio.

The Italian photographer - represented by Minititle and living between Milan and London – takes his unique style of storytelling and his sculptural approach of capturing his subjects into the third project realized with the brand.

This time the focus is all on the characters, portrayed in group of three, wearing the same total look from the Spring Summer 18 Collection. Each of them – all of different ages, origins and interests – is called upon to embody the brand’s aesthetic with their own style and inner charm. The result underlines how much personality and attitude can influence the way we perceive the same piece of clothing.

Going beyond fashion cliché and capturing common as much as unique characters, the idea behind the Campaign is also to show a new point of view of the Milanese scene, portrayed with the ironic and sarcastic approach that defines the brand’s spirit.

Bright colors, precious fabrics elevating basic shapes and the SUNNEI’s signatures - such as stripes and graphics - are all featured in and come as a fresh interpretation of the show that took place in June. The styling with Francesca Izzi, is focused on creating the most interesting and unconventional match between characters and looks in order to achieve an unexpected yet sophisticated image.

Reflecting the web-oriented approach of the brand, the Campaign is revealed through its social media channels and website as well as selected Italian independent magazines for the printed publication.

In order to elevate the real purpose and value of the project, a limited edition book featuring all the involved characters will come to life exclusivelly as a gift for press and the brand’s top clients.

Thanks to Retrosuperfuture 

Loris Messina & Simone Rizzo interviewed by Stuart Brumfitt for OKI-NI editorial contents.

Read the full interview here.

Shop the TOMFOREVER t-shirt here.