ADDICTS is the new collection of SUNDAY MORNING, which is inspired by some of the most popular snacks and candy from the 90s to nowadays.

Apart from being a walk through all our past, plenty of memories and nostalgia, this collection is a parallelism between sugar and drugs. Those sugars we’re so hooked on nowadays and that, on many occasions, we don’t even know it.

We are constantly dazzled by many realities such as superficiality or flashy wrappers and its colours, forms, textures and so on. However, it is true that the outward appearance is what catches our attention to see what’s on the inside. Wrappers can be faithful to its identity but also confusing and persuasive.

In this fashion editorial we show an idyllic story in a magical world, where consumption and addiction are covered by a layer of colours and lighting, making everything more attractive and gorgeous. Undoubtedly, a way of replacing and covering reality is dressing it up attractively.

Big addictions don’t come just from hidden or forbidden substances, since many of them are at our disposal easily. However, to be exposed they have to make an impression and, consequently, attract. That’s how they go unnoticed as drugs.

All that glitters is not gold but if you know how to use it, it can make you shine.

This editorial has been carried out by the photographer and editor Ángel Jiménez, the model Jihane Benassar, the make up artist Almudena Traver, the fashion stylist Sergio Sojo and the fashion designer Elena García-Arquimbau.

Photographer: @angel_jiro


Make-up artist:@almudenatraver

Stylist: @mezzogunboy

Fashion designer: @elen_sundaymorning

Brand: @sunday_ _ _morning

Footwear: @aftrbarcelona @buffaloshoes


Translation by Marta Babiloni Ferrando

5 worlds 5 rave dolls


This collection is inspired by bondage elements as well as the aesthetic and culture of clubs and rave scene. It goes into the weirdest and different worlds in which rave culture has been able to get in.

Those five distinct places of rave parties managed to build parallel worlds and presented by ‘Rave Dolls’ such as Suburb Rave Doll, Zombie Rave Doll, Sea Rave Doll, Hell Rave Doll and  Heaven Rave Doll.


It was after the fall of the Berlin Wall, in 1989, when all houses and vacated sites were the perfect scenario for rave parties to take place and express the liberation of the past oppression.

Model: Roxana Vlad
Make-up Artist: Emma Petrea
Fashion Designer: Elena García-Arquimbau Borrás
Photographer: Jesús Gandolfo Colom


She comes from the virtual world in which the rave culture has managed to go inside. A  ‘Call of Duty’s’ videogame edition for the PS4, named ‘Rave into the Redwoods’, there is an abandoned rave where humans and raver zombies start a battle.

Model: Nayna Fernández González
Make-up Artist: Patricia Ruano Pardo
Fashion Designer: Elena García-Arquimbau Borrás
Photographer: Jesús Gandolfo Colom


In the old Aral Sea’s harbour located in Moynaq (Uzbekistan), the water turned into desert leaving a vessels’ cemetery. It is a perfect location to enjoy a rave party or, better still, a historic rave party where mermaids resuscitate.

Model: Isabella Ching Vargas
Make-up Artist: Lucia De la Fuente Peláez
Fashion Designer: Elena García-Arquimbau Borrás
Photographer: Jesús Gandolfo Colom


During the mid 80s, something new came to life in Paris because many young people were looking for new types of alternative parties. It was in the Catacombs of Paris where they relocated the rave culture, another world hidden in the underground.

Model: Naomi Kondo
Make-up Artist: Ciara Artiles
Fashion Designer: Elena García-Arquimbau Borrás
Photographer: Jesús Gandolfo Colom


A 3.600 meters high mountain in the French Alps is covered with a thick layer of snow, even when it is summer, and a rave party takes place on top of the mountain. A place where snow and sky become one.

Model: Kuraudi San Roman Bielsa
Make-up Artist: Mi tocador y yo (Cristina)
Fashion Designer: Elena García-Arquimbau Borrás
Photographer: Jesús Gandolfo Colom

Link Editorial

Translation by Marta Babiloni Ferrando

Heroines Colours


HEROINES’ COLOURS is a collection of five jackets of five different colours inspired by Joseph Kosuth’s conceptual art  fusing it with fashion. The artist considered that the essence of art flows in discursive ways and lives in the philosophical and linguistic field. These five jackets have their own colour embroidered on the back.

Five heroines, who fight against the established patterns, are born from these five jackets: Sally, Diana, Mars, Bilma and Hara.

Sunday Morning is liberation, the expression of oneself’s essence through aesthetics. However, sometimes showing your own identity through fashion can turn against you due to the society.

The editorial is completely linked to the essence of both subcultures, the clubber and the raver. Fashion, motivation and the feeling of belonging to a group are considered inclusive tools in society as long as natural and positive for the rest of the people, just like the expression of an individual can become a complicated and traumatic path.

They struggle to show their identity and battle against established canons and, therefore, to find their place in subcultures.

It is a kind of pagan proto-religion, whose followers and tribes gather every weekend to perform ritual dances in their temple, worshiping the god of Groove and reinforcing the feeling of community.

Thus, the ways of relating and behavior patterns inspire rituals, sometimes sectarian. As through the aesthetics and philosophy of life the individual becomes collective.

According to Arne Grahm in the book ‘Der klang Der Familie’, it was like a religion that also involved the body. It had something extremely erotic. God’s love was dancing and fucking. It was always a borderline experience with other people who shared the same with you.


Miranda Díez Lafuente @autosuggestion

Danna Villegas Pérez @dannitatata

Lydia García Monterde @lydiamonterde

Jane @Summerjane20

Àfrica Mansaray  @africa.vaenbaata


Andrea López Fernández @an_makeup_lf

Carla Galbadón @gabaldn

Agencia @kukigimenezagency


Jesus Gandolfo Colom @jesusgandolfo


Elena García-Arquimbau Borrás @elen_sundaymorning

BRAND: @sunday___morning

ASSISTANT: Paco Mora @pacomora_

Link Editorial


Translation by Marta Babiloni Ferrando




APOCALYPSE is a fashion publishing house created by the designer Elena García-Arquimbau Borrás and the photographer Jesús Gandolfo Colom.

This project spins around the clubber and raver culture, both movements that were born along with electronic music and have swiftly spread out in society during the past decades.

The artists in which this project is primarily inspired, the Club Kids, rose up in New York during the 90s and were famous because of their thorough and eccentric clothing. Their philosophy was based on converting life into a constant party of glitter and platforms, a moment in which freeing oneself was the main goal inside the strong barriers laid down by society.

As promulgated in dadaism, APOCALYPSE is a critique against the arts, the codes and values of our era, also the new millennium and the contemporary established systems involving arts, mainly referring to fashion and music. Thus, our project is presented as fashion editorial of an apocalyptic world in which the only survivors are the loyal ones to the movement, the clubbers and ravers.

May human beings’ freedom and liberation makes them more easy-going or capable of adapting to circumstances, so that, natural selection keeps them on? Their world is an equal world in every sense, there is no place for race, gender nor social discrimination. A small utopy inside this world.

It’s about an hybrid of ideas related to arts and fashion, in which we try to blur the drawn lines on traditional beauty. It is essential that the new generations know the alternative ways to express themselves.

Model: Celia Multipass
Make-up Artist: Eva Quillas
Photographer: Jesús Gandolfo Colom
Fashion Designer: Elena García-Arquimbau Borrás

Link Editorial

Translation by Marta Babiloni Ferrando




SYNTHETIC is a project carried out by Elena García-Arquimbau and Jesús Gandolfo. It is a collection that goes inside the actual use of social networks by criticizing how, nowadays, we become ‘synthetics’ through them. It shows a parallel identity losing, in this way, the own one in order to feel ourselves accepted in the actual digital world.

Likewise, the ‘Barbies’ from the 90s and its plasticity have been the aesthetic inspiration of this collection by criticizing the pre-established  image of ‘Barbie’. This collection pretends to  tear apart females’ fashion standards by showing, this way, an empowered woman.

Additionally, the philosophy of the club subculture is the main source of Sunday Morning’s inspiration and it  is expressed in ‘Synthetic‘ both aesthetically and culturally, standing up for equality and freedom as well as transmitting a message for diversity and showing an unlabeled world and without prejudices.

Thus, it appears a new concept, ‘Neobarbie’.

Roxana Vlad – @foxauruss
Mafer Peréz @virtual.diva

Make-up Artist: Eva Quílez – @evaqmakeup

Photographer: Jesús Gandolfo – @jesusgandolfo

Fashion Designer: Elena García-Arquimbau – @sunday_ _ _morning

Link Editorial

Translation by Marta Babiloni Ferrando

Save the Rave


SAVE THE RAVE is the origin of Sunday Morning, which is born from the history of electronic music and clubs.

This collection approximates to a part of the youth aesthetics, mainly from the United Kingdom, the US or Germany, and it is generically known as club subcultures. According to its group characteristics, this is a coherent fashion collection headed for a target, the clubbers.

My personal taste and experience living in London for a year were crucial in order to carry out this project, in which I put all my efforts, going in depth in the knowledge of the characteristics and essence of the clubber and raver subculture, so influential in the underground scene.

A subculture is a minority of people, whose objective is to be differentiated from the mainstream and not being or following the parameters established according to the social system. They express themselves through fashion and other aspects, which become their own identity as a way of protest against certain society’s points of view. Moreover, club subculture is a type of subculture associated with a particular place, the club or the disco, where the style of their followers is formed.

According to Thorton (1995), the territorial affiliations of most post-war youth subcultures have been more ambiguous and numerous than club cultures, even if we envision hippies at rock festivals, skinheads on football terraces and punks at small ‘live’ gigs. Club cultures, by contrast, are persistently associated with a specific space which is both continually transforming its sounds and styles and regularly bearing witness to the apogees and excesses of youth cultures.

Music is one of the most important arts in each subculture and one of the main reasons to form part of it as an individual or a collective.

The clubbers are constantly changing and reinventing their aesthetics and style, while commercializing it. Reason why it is called ‘trend setters’, or also named, fashion pioneers.

A Sunday morning, informal clothes, trainers, and sprawled on the sofa. Sad, off and grey.

A Sunday morning, eccentricity, ‘fam’ and music. Magic, electricity, colour, joy.

The Clubbers, ‘the fam’, dressed crazily and evocative in the best afters of the city.

A Sunday morning is not any given Sunday, this moment has been and will be for the clubbers, their inhibition and pleasure, it’s their moment, it’s …

Publication Link

Translation by Marta Babiloni Ferrando

Techno Hybrids


TECHNO HYBRIDS was born from the idea of future due to the fact that the world is fucked up because we’re wrecking it and we’ll have to look for life in other planets.

TECHNO HYBRIDS is a fashion collection that develops an idea of future. This futuristic idea is one of the main points of the clubber and raver subculture and electronic music. Inside this subculture and its vision of future, a part of the aesthetics reminds us of extraterrestrial or beings that could be humans from the future.

What would happen if we found life in other planets, and human beings started to reproduce along with the  extraterrestrial? Thus, this collection is the aesthetical result of how their ‘fashion’ would look like.

There’s water and life in other planets: Neptune, Jupiter, Venus and Mars. Four marine animals and four colours represent these four planets. The octopus and the orange colour represent Jupiter, the jellyfish and the purple colour represent Neptune, the seahorse and the green colour represent Venus and, last but not least, the starfish and the red colour represent Mars.

TECHNO HYBRIDS will show you how their citizens are. It is extravagance as well as elegance and, simultaneously, it is a set of contrasts, which creates something special and different.

This collection is divided into six looks for each planet along with its referential colour and animal and as a final look, the four planets join together as well as the four colours.

Twenty five new looks in which this collection attempts to step forward in the aesthetics by presenting something stunning, original and different.

Model: Jihane (@jihanebms)

Photographer: Jesús Gandolfo Colom (@jesusgandolfo)

Fashion Designer: Elena García Arquimbau Borrás (@elen_sundaymorning)

Brand: Sunday Morning (@sunday_ _ _morning)

Publication Link

Translation by Marta Babiloni Ferrando

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