New to oki-ni for AW17 is Sunnei, and much like our November guest editor Nayaab Tania, the Italian brand’s overwhelming success owes much to the unbridled power of social media.
The Milan-based label was founded by digital marketing specialists Simone Rizzo and Loris Messina in 2015 and their unique blend of – to quote the duo – ‘awkward cool’ blew up Instagram in a remarkably short space of time, with the young, creative scene of Seoul taking the brand to heart almost immediately. “The South Koreans are crazy for social media – even to this day, people who buy our products tell me they found us through Instagram” says Simone.
Uniting traditional manufacturing methods with forward-thinking design, the brand’s big on playful slogans and motifs; bold stripes, heritage checks and ‘Every Day I Wear Sunnei’ make up this season's offering, while everyone’s no. 1 Myspace friend, Tom, is a key player for SS18.
Model above wears Acne Studios shirt and ‘Jadorei Sunnei’ t-shirt. Shop the full edit here.