Sunnei unveils second chapter of digital Canvas line
Sunnei took advantage of the Milan Fashion Week online platform to launch the second chapter of its Canvas project with a sort of video teaser. The clip featured the brand's founders, French designer Loris Messina and Italy's Simone Rizzo, playing on their smartphones – thumbs at the ready, eyes fixed on their screens – and a single piece of text, the link playsunnei.it.
Upon visiting this website, the brand's fans will find the avatars created by the Italian house for its "Sunnei Canvas" project last July, tiny white characters that can be dressed up in order to give them colour. Last summer these digital avatars danced the Macarena on an online platform launched specifically for the occasion. Open exclusively to some 30 high-end retailers, including the likes of Ssense, Modes, le Printemps, Tom Greyhound and Luisa Via Roma, this platform allowed these stores to personalise the pieces that they intended to order.
Now the brand is taking its digital line to a new level. The new site is open to the public and takes the form of a video game. There are no winners or losers here, just the fun and pleasure of discovering the individual animations created for each character and the different looks on offer. After that, players can either share their favourite pieces with the community or visit the brand's e-commerce platform. As for buyers, they can still customise their orders on a dedicated site.
For Fall 2021, the Sunnei Canvas line has doubled the quantity of pieces, expanding the number of variations to 3,000, including different materials, fabrics, colours and cuts. The collection is focused on basics and timeless unisex pieces, as well as accessories, like bags and shoes. This season it has also introduced apparel and accessories for dogs.
Sunnei was the first brand to launch a digital apparel line, before digital showrooms multiplied and became the norm for luxury designer brands. The initiative was well received by buyers, who were happy to be able to personalise their assortments. It was an all-round success for the company, which tightened its bonds with retailers while also reducing production costs, all of which was helped by the fact that Sunnei's hyper-graphic aesthetic was well-suited to the innovation.
Known for its brightly coloured XXL designer creations for men and women, the brand was launched in 2014 and acquired by investment fund Vanguards in 2020. The label's signature collection has shown in Milan during the city's womenswear fashion week.
Despite the pandemic, Sunnei posted a 30% increase in both its retail and wholesale revenues in 2020, according to the company, which did not reveal its total sales for the year. In particular, the brand's accessories, bags, footwear and jewellery sales have skyrocketed. The label's principal markets include China, South Korea, Japan, Europe and the United States.
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