What makes a video go viral? Often, it’s a combination of novelty, emotional impact, and relatability. That mixture isn’t always found in fashion videos. Novelty might grab a viewer’s attention, but most people can’t relate to a model on a runway. Now, offbeat influencer Sunny Ray is introducing an alluring new form of fashion expression.
If you’ve spent any significant amount of time exploring the world of fashion influencers on social media, you’re likely familiar with the spectrum running from utilitarian to conceptual.
On one end, you have practical outfits, the kind you might wear to work, to school, or on a night out. On the other end, you have the purely artistic. These aren’t outfits you’d likely wear anywhere, but they’re designed to make people think, or at the very least to entertain.
Sunny Ray’s work falls firmly into the latter camp. She might wear a “real” outfit on occasion, but most of her posts are pure performance art.
In one photo, she wears a translucent bodysuit enwrapping a strange collection of curios, among them metal crosses, plush cats, mushroom keychains, and tiny hair bows. At first glance, it might seem absurd. But when you take a moment to ponder the subtext, it becomes something else entirely.
Is it an illustration of all the experiences that shape a person? A commentary on closely held beliefs? Her posts don’t dive into analysis, but she invites dialogue in the comments, where followers from all over the world share their thoughts on her one-of-a-kind creations.
“For me, fashion is a way to really connect with other people,” says Sunny Ray. “Sometimes it’s just a silly idea that turns into a whole series. And sometimes it turns into an art project. Either way, everyone has their own interpretation of it.”
One of her more memorable art-project-style pieces is a noodle-covered bikini with a purse styled to look like a dumpling. She posted it with a characteristic short caption: “Grab a plate. Because this outfit eats.”
This creative, sometimes comical take on fashion is a welcome respite from the increasingly homogeneous world of fashion influencers. All too often, algorithms reward conformity, meaning your feed might be littered with photos of 20 influencers styling the same already-tired trend. When you follow Sunny Ray, you’re practically guaranteed to see a style you’ve never seen before.
“I’ve made outfits out of bubble wrap, plastic bags, and stickers,” she says. “Once I wore a pair of jeans as a top and a top as a skirt. The stranger the idea behind it, the more interesting the shoot becomes.”
Critics might say that there’s a reason for the similarity you see between influencers. For many, this isn’t just a hobby. It’s a way to earn a living, and a significant portion of that living comes from brand partnerships. And when most people think of brand partnerships, they imagine brands working with typical fashion influencers.
It might come as a surprise to learn that Sunny Ray routinely lands brand partnerships with companies that embrace her unique style. She’s partnered with denim brands, an avant-garde fashion house, and even the manufacturer of the dumpling purse mentioned above.
“A lot of brands are getting tired of traditional ad formats,” she reflects. “So instead of just taking a picture with a product and posting an affiliate link, I take the time to create something unique and then bring the product into it. The whole process is very organic.”
One could reasonably call what Sunny Ray does “performance art.” However, it’s important to note that there’s a critical element setting her apart from many of the internet’s performance artists: humor.
Sunny Ray doesn’t take herself or her art too seriously, and that lightheartedness makes it easier for her to connect with her fans. She’ll frequently pair a thought-provoking outfit with a dance and a silly backing track.
It’s hard to guess what Sunny Ray might post next. The only predictable thing about her is her unpredictability.
“My pictures and videos are more about experimentation than they are about presentation,” she says. “I try to make sure I’m doing something no one else is.”
