The Sunnei brand created a surprise in the ranks of spectators during its fall-winter 2023-2024 fashion show.
After parading on a podium placed in height, the models turned around and dropped into the public, under amazed eyes and cries of hysteria.
Later, the two creators who came to greet the crowd in turn let themselves down.
The photos taken from the parade caused a stir on social networks, fond of these sensational and hair-raising moments.
The brand is used to performance.
For its spring-summer 2023 show, the brand created in 2015 by Loris Messina and Simone Rizzo surprised everyone.
After everyone had settled in, guests in street clothes – in reality, models – had risen from the bleachers, positioned themselves in the middle of the catwalk
and
left the room through a swinging door, from which a twin model immediately emerged, decked out in an outfit from the new collection.
Sunnei's models let themselves fall, one by one, into a crowd that rushes to immortalize this moment.
(Milan, February 24, 2023.) Getty Images
An inclination to the spectacle is emerging
A trend seems to be emerging in the fashion world, with fashion weeks increasingly marked by theatrical fashion shows.
Punctuated by moments of fashion, strong in their surprise or their grandeur, they thus pull out of the game and offer themselves a wider window of visibility.
This was particularly the case during the presentation of the spring-summer 2022-2023 collections, with Coperni, among others, who had, for example, sprayed an almost naked Bella Hadid with a spray materializing in a dress visibly.
A media impact estimated at the time at 27 million euros, which is reminiscent of Alexander McQueen's parade in the spring of 1999.
These happenings, which never fail to generate buzz on social networks, are sometimes a way for small, little-known brands that do not benefit from the resources and support of large groups, such as LVMH or Kering, to gain a foothold. name.
The AVAVAV brand, still in September 2022, had thus shaken up the codes of the environment, under the direction of Beate Karlsson, causing its models to fall in the middle of the catwalk, followed by the designer.
It would seem that fashion is now combined with performance.
A race for inventiveness that increases the visibility of those who indulge in it.