MILAN – One of Milan’s trams clanked throughout town coated in white and a large Sunnei emblem throughout Milan Fashion Week.
It was a becoming advertising and marketing technique for a model at all times on the transfer and that this season wished to reconnect with a extra bodily dimension after a yr of digital experimentations.
The most notable of its activations on this space is the Canvas challenge launched final yr and geared toward enabling wholesale companions to construct their very own Sunnei collections via a customization service. Available at a devoted VR-enhanced platform, Canvas presents choose retailers the prospect to personalize genderless carryover items together with ready-to-wear and equipment by intervening on design features of every merchandise, altering the size of sleeves, materials, colours and stitches, amongst others.
This time the model translated the expertise IRL, welcoming consumers to the Palazzina Sunnei headquarters, which had been not too long ago expanded to accommodate new communal areas, places of work and a showroom that staged a multi-sensorial set up.
Here, the white samples of the brand new Canvas assortment had been displayed subsequent to screens linked to the platform, serving to consumers to higher envision the kinds and contact materials whereas creating their very own vary.
In its third iteration, the Sunnei Canvas assortment was expanded to additionally embody knitwear in addition to new equipment, starting from footwear to the model’s Peso bag. New choices when it comes to prints had been added, such because the “Everyday I wear Sunnei” slogan that was a recurrent motif throughout the showroom.
The hip Milanese model’s founders Loris Messina and Simone Rizzo additionally prolonged the idea to finish customers, moving into the B2C customization enviornment.
Upon pre-registration on the label’s web site, from June 20 to 27 clients will be capable to go to the house and immediately personalize Sunnei items, receiving them at dwelling after two to 3 weeks. The identical alternative will probably be additionally provided on sunnei.it.
For the second, the assortment devoted to finish customers will embody only a T-shirt and buying bag, which will be custom-made largely when it comes to prints and graphics and are priced at 130 euros and 150 euros respectively.
“This is a test for now, but it’s something that we had in mind since the very beginning of the Canvas project,” Messina stated on Saturday. “We’ll see how the audience will react, but the idea has always been to give this opportunity to everyone.”
The designer moreover burdened that there gained’t be any overlap within the providing devoted to 2 classes, as consumers can have totally different choices when it comes to designs and extra personalizations to choose from.
“The ultimate goal of Canvas is to not overcrowd the market with the same product everywhere,” he defined.
For Messina, internet hosting the expertise in a showroom answered the necessity to bodily reconnect with the model’s neighborhood and return to social life. As a lot as the corporate has a robust digital and social media experience, bodily occasions stay important for its technique.
“We can’t wait to return to stage a fashion show in September. [Runway shows] represent such an important moment for us and for everyone in this business, as we live with the energies we receive from others,” he concluded.