Over 7 months in the making, House of Sunny’s new SS23 collection unveils a range of looks that are notably breezy and vibrant with an extra dose of femininity and sex appeal.
The collection marks a clear transition for the brand, shifting a notch away from the streetwear style influenced by East London and opting for a vibe that’s more lightweight, sensual and alluring — and it works.
Featuring bright candy shades and never-before-seen full embellishments and extra breathable knit designs, Creative Director and founder Sunny Williams never fails to deliver exactly what his Gen Z audience wants, season after season. Beach dress with daring yet soft cutouts in tangerine orange, vegan leather full-length trench in Barbie pink, off-the-shoulder long sleeve top featuring hook and eye clasps in sky blue, and transparent bolero style top with lemon slice embroidery in canary yellow, the Mediterranean summer inspired designs are here to signal the change in the wind, specifically, a change in the way people consume.
The new collection also sees the brand expanding in accessories and menswear. Handbags in a variety of miniature and oversized shapes and joy-inducing colors, silk and knitted scarves, embellished bikinis, and exaggerated hats all add to establish House of Sunny as a lifestyle brand and one-stop eco-conscious destination for consumers. The elevated menswear range also includes cargos, denims, pleat trousers, flight jackets, crafted floaty shirts, with details of embroidery, prints, detachable sleeves as well as beach style, net knitwear featured throughout.
“Fashion today seems to feel very fast, almost flippant. Working in fashion or in the city is very fast-paced, relentless, there is always so much to do.” Speaking of the SS23 collection, Sunny says: “With fashion being worn and seen and trends coming about on social media and changing so quickly, I wanted to take some time to refocus. When it came to our designs and our collection we thought a summer holiday theme was particularly fitting.” Named “Take Your Time”, the idea came to Sunny after a relaxing massage on holiday, when the masseuse whispered “Take your time”.
“This really resonated with me and made me realize that having time is the ultimate luxury — an opportunity to stop and pause.” Sunny elaborates further. “Fashion should be about slowing down and appreciating the good things in life, allowing you to stop, reflect and live in the moment.”
The SS23 collection “Take Your Time” stays firm on House of Sunny’s pledge to be sustainable and socially responsible, with no fur, leather or skin used in production. The new season’s looks will be available for pre-order from September 21 at www.houseofsunny.co.uk.