Models jumped into the crowd after walking the Sunnei catwalk in Milan on Friday, February 24. Social networks that love such shows enjoyed it.
Sunnei brand surprised the audience during its fall-winter 2023-2024 fashion show. After parading on an elevated catwalk, the models flipped over and fell into the public to stunned eyes and hysterical cries. Later, the two creatives, who took turns to greet the crowd, threw themselves down. The photos taken from the parade caused a lot of noise on social networks, lovers of these noisy and hair-raising moments.
The trademark is used for performance. For the spring-summer 2023 show, the brand created by Loris Messina and Simone Rizzo in 2015 surprised everyone. After everyone settled in, the streetwear guests, actually models, got up from the bleachers and positioned themselves in the middle of the street. podium and exiting the room through a swinging door, out of which immediately emerged a twin model decked out in outfits from the new collection.
Sunnei models allow themselves to fall one by one into the crowd rushing to immortalize this moment. (Milan, February 24, 2023) Getty Images:
A penchant for spectacle ensues
There seems to be a trend emerging in the fashion world where fashion weeks are increasingly marked by theatrical fashion shows. Spotted by fashion moments, strong in their surprise or majesty, they thus step out of the game and offer themselves a wider window of visibility. This was especially the case during the presentation of the spring-summer 2022-2023 collections by Coperni, among others, who, for example, sprayed an almost naked Bella Hadid with a spray that visibly materialized in the dress. The media impact at the time was estimated at 27 million euros, reminiscent of Alexander McQueen’s spring 1999 parade.
These events, which never fail to generate buzz on social media, are sometimes a way for smaller, lesser-known brands that don’t have the resources and support of big groups like LVMH or Kering to make a name for themselves. The AVAVAV brand, back in September 2022, had thus shaken the environmental codes under the leadership of Beat Carlson, causing its models to fall in the middle of the catwalk, followed by the designer.
It seems that now fashion is combined with performance. A race for ingenuity that increases the visibility of those who indulge in it.
Source: Le Figaro
