Due to the relative infancy of sustainable fashion in terms of awareness and development, designs sometimes fall short in terms of either affordability or aesthetic originality (or, more often, both), yet there is one East London-based brand that is nailing every element.
The new collection, named “Based on a True Story”, marks House of Sunny’s 20th Collection and signifies a new chapter for the brand.
Creating unique collections that influencers can’t get enough of, the label is the prime example of a progressive and future-proofed fashion brand that we should all support.
Since its launch in 2011, the label that has been synonymous with easy London street-chic has come a long way, with the popularity of its pieces skyrocketing during the pandemic. According to Sunny Williams, House of Sunny’s eponymous designer, the AW22 inspiration derives from the brand’s beginnings – memories linked with their initial Hackney-based studio, as well as the craftsmanship that goes into each design.
The new season included designs for both men and women, including thigh-high vegan fur boots, oversized silhouettes, futuristic metallics, and elevated versions of the brand’s famous knits. The AW22 collection seems rejuvenated, with a fresh outlook on how to dress and wear the pieces.
Williams has also ensured that the collection is more forward-thinking than prior ones. Not only do the designs have a distinct Y2K vibe to them, with 70s throwback patterns aplenty, but there’s also a focus on unisex designs that runs throughout the collection, with pieces designed to be worn again and over again.
Longevity is key for House of Sunny with sustainability as its unshakeable foundation. With only two seasonal releases each year, the business devotes a large amount of time and money to researching and acquiring the most environmentally friendly textiles and production procedures