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Sunnei's digital platform to create custom collections
It will be called Sunnei Canvas and will allow retailers to create ad hoc products and exclusive content
Fashion
July 6th, 2020
July 6th, 2020
At the height of the lockdown, digital seemed a way forward for fashion. Today, two months after the end of the quarantine, fashion has entered digital through the organization of phygital shows and the launch of new in-app experiences. But for Sunnei, the brand of Loris Messina and Simone Rizzo, the digital future of fashion goes far beyond live-streaming shows and games on the phone. Last week the Milanese brand presented Sunnei Canvas, a digital platform that will allow thirty selected retailers to customize fifty of the items of the SS21 collection of the brand with the aim of enhancing the one-to-one relationship between brands and retailers that will be able to create ad hoc collections and exclusive content. The project will also develop as a parallel reality to that of the brand, evolving at its own pace.
The online platform, built through 3-D processes and advanced customization technologies, represents the virtual space that will host the collection. The selected retailers will be able to digitally modify the shape, fit and materials of a series of iconic Sunnei pieces in total white. Just as the Canvas platform mixes the plans of the real and the virtual, the collection surpasses the difference between men's and women's clothing to realize a unisex aesthetic vision.
On the occasion of the presentation of Sunnei Canvas, the digital world of the platform was populated by a series of male and female avatars with a human appearance and made by the brand in collaboration with the Milanese studio Piece of Studio that will be immersed in the surreal world in CGI of Canvas. The Sunnei aesthetic will be transposed into a visual path that will develop into a succession of short videos that will serve as an introduction to the platform for the brand's community.
The eponymous collection will be launched on 15 July during Milan Digital Fashion Week - when the platform created for buyers will go online. In September, however, a second part of the collection will follow with a more artistic and experimental character and ideally complementary to the Sunnei Canvas project.
