Sunnei's endless videogame for the FW21 season

It was last July when Sunnei, in the midst of uncertainty about the future of Fashion Weeks dictated by the health emergency, challenged itself with cutting-edge technologies to present new collections, establishing an unprecedented relationship with retailers and consumers. Right in that period, Sunnei Canvas was created, a unique space that combines reality and the virtual world through avatars with human features. The platform, which made up only the first part of the brand's SS21 collection, featured the most iconic Sunnei's pieces in a total white version and offered the possibility to selected retailers to customize and personalize them. 

For the FW21 season, the brand led by Loris Messina and Simone Rizzo returns to work on Sunnei Canvas, in a project that not only anticipates the presence of the brand at the upcoming Milan Fashion Week but also offers a reflection on the relationship between the industry of fashion and videogames, a media that has become increasingly central in the narrative of today's fashion. Once again the avatars are the protagonists of the project, this time immersed in the scenario of an endless videogame without a real goal to achieve. The avatars, living in a paradoxical context that does not renounce the sophisticated and minimal aesthetics of the Milanese brand, wear outfits and looks chosen by the game players - creatives and trendsetters part of the Sunnei community - that will make up the FW21 collection of the brand. The new online experience of Sunnei will be unveiled on the brand's website on January 17th at 5 pm, in conjunction with the unveiling of an exclusive video made by the brand, which will be available on the platform of the Camera Nazionale della Moda Italiana, and which investigates the gestures that accompany the act of playing. 

The format of the new project, in addition to representing a unicum in the current panorama of Italian and international fashion, also makes it possible to erase the distance between the brand and its global community, an approach that not even a traditional show would have allowed. Sunnei thus reflects on how technology can be used intelligently to build a true and solid relationship with retailers and consumers, offering experiences and possibilities never explored before.