Last year, Dior creative director Maria Grazia Chiuri opened her show for the house with a plain white tee reading “We Should All Be Feminists,” a tribute to Chimamanda Ngozi Adichie’s essay of the same name. The tee was all over the internet once the show ended, although many found the premise of a $700 feminist T-shirt more than a little problematic — especially when A$AP Rocky wore one.

Fast forward to the FW18 shows in Milan and upcoming label Sunnei, who have in a few short seasons established themselves as one of the most entertaining brands in the Italian capital, proposed their own take on the slogan: “We Should All Be Sunnei.”

WE SHOULD ALL BE #SUNNEI FW18 ✔️

A post shared by SUNNEI (@sunnei) on

“Please don’t take it too serious!” laughed co-founder Simone Rizzo backstage after the brand’s show. In previous seasons, Sunnei has put Tom from Myspace on a T-shirt and closed its shows with Sisqo’s 2000 banger “Thong Song,” so they’re definitely not ones for taking themselves too seriously (whether Twitter will be as lighthearted about two men repurposing a feminist slogan remains to be seen).

Potential social media flashpoints aside, there were plenty of enjoyable winks and nods in Sunnei FW18 — the brand put meme-able “<3 Internet” prints on the legs of its jeans, and did their own take on Jamiroquai’s enormous hats. Big, massive tote bags were strapped across shoulders, cartoon-ish figures appeared via jacquard knits, and bomber jackets stretched all the way down to models’ knees.

Big stripes, big colors, and big silhouettes continued the feel-good vibes Sunnei have set for the past few seasons — theirs is a modern, and above all, fun, interpretation of Italian sprezzatura.

Words by Alec Leach
Digital Fashion Editor

Alec Leach grew up in Brighton, England, but now lives in Berlin, where he leads Highsnobiety's digital fashion content.

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