Sunny Ray is a fashion, beauty and lifestyle creator whose work blends art, storytelling and visual design into cinematic, unexpected imagery. Known for transforming ordinary objects into fashion and building surreal concepts through practical effects, handcrafted details and in-camera experimentation, she creates scenes that appear digitally impossible while remaining firmly rooted in the physical world. Inspired by surrealism, Sunny’s work often plays with perception, inviting audiences to question what is real.
Her process challenges the assumption that striking visual ideas must be generated through AI, demonstrating instead how imagination, craftsmanship and inventive production can bring the impossible to life.
Alongside her personal practice, she collaborates with brands to develop original, fashion-forward campaigns that integrate products naturally into memorable visual narratives. Aspirational yet playful, her work is designed to be instantly recognisable while encouraging viewers to see familiar materials, objects and creative possibilities from an entirely new perspective.
Hi Sunny! It’s a pleasure to sit down with you! First question that I always ask. How does a regular day look like for you in Arizona?
I wake up at 8:30am, make an iced latte and usually start working. Whether that’s replying to emails or working on concept/content, or planning what I’m doing for the week. That’s usually what I do all day most days
I’m curious, growing up in Arkansas, what was life like there? And what kind of kid were you? What did you enjoy doing?
Life was very small town vibes, country life, nature, and lots of playing outside. I was a very imaginative kid and loved pretending and whimsy. I loved riding horses, exploring the woods and animals. I also loved reading, movies, art and video games.
Do you remember approximately at what age your creative side started to show? And when did you start taking being an artist and content creator seriously?
I’ve always been creative as long as I can remember. I didn’t grow up with alot of money so I felt like I learned to be resourceful and it became actually fun to see what I could create with what I had. I started taking it seriously when I was around 19 or 20.
With that in mind, do you remember the first time you transformed an ordinary object into something that felt like fashion?
I actually used to create outfits in junior high and high school because I loved fashion but I didn’t have money to buy new clothes so I would make things myself.
And with that, let’s talk about your work… First question… How do you come up with your ideas?
I take inspiration from everything. Anything I see I think about if I could make something else out of it. I also have a little bit of an obsession with thinking of new ideas. It’s always on my mind. I lay in bed and night and think about ideas for hours. That’s honestly when I get most of my ideas. Just laying in bed at night haha. And when I get an idea I picture it in my mind and I have to do it asap to get it out of my head and see if I can actually make it work the way I imagined it.
And what initially drew you towards making images that blur the boundary between the real and the impossible?
I love surrealism. I’ve always loved movies and practical effects and I love the idea of that combined with fashion and beauty. just the idea of seeing what humans can create just because they can. Pure art and creativity purely for the satisfaction of creating.
Were you always someone who looked at everyday objects and imagined alternative uses for them?
I wouldn’t say it was always so straight forward like that. Ive had many creative outlets growing up, making clothes, sculpting clay, drawing, painting, makeup, editing, photography etc. And I always liked strange things. So eventually I landed on what I do now which is a combination of everything I love, and creating something out of something else is big part.
When you start on a new concept, does it usually start with an object, an image, a story or a feeling?
It usually starts with the object. Then I think about the vibe of the object and how others feel about the object, and that usually inspires an activity, which inspires the style of outfit or the accessories I want to make with it.
Do you consider yourself primarily a fashion creator, an image-maker, a storyteller, or something that sits between all three?
I think I sit somewhere between all three. Fashion is the medium I work in, but what I really love is creating visual concepts that tell a story or inspire creatively in others. Whether it’s making clothing from unexpected materials, turning everyday objects into fashion, or building a concept around a product, I’m always trying to make people stop scrolling and think “wow that’s interesting”
What does surrealism allow you to express that conventional fashion imagery cannot?
Surrealism lets me make people question what’s possible. A regular outfit can be beautiful, but adding an unexpected element creates curiosity and makes people stop for a second. I love taking something familiar and presenting it in a way that feels impossible, while still keeping it wearable and relatable. I like the thought of it inspiring creativity in someone else when they may of never thought of that before.
How important are humor, absurdity and playfulness within your work?
I think playfulness is at the heart of my work. I love creating moments that feel unexpected or a little impossible, but I always want them to feel inviting rather than intimidating. Even the more absurd concepts are grounded in something familiar, whether that’s fashion, beauty, or an everyday object. I like to keep things fun, whimsical, approachable and not to serious.
How do you decide whether an everyday object has the potential to become wearable?
I feel that literally anything can become wearable, the challenge of figuring out how is the main part of what I enjoy.
At a time when people increasingly assume that extraordinary images are AI-generated, what does it mean to insist on making them physically?
For me, it’s about proving that imagination can always be physically created. Taking an idea that feels impossible and actually building it with real materials and knowing it physically existed makes the image feel more human and gives it a different kind of authenticity. Ai doesn’t impress me and I think a lot of ppl feel that way. Physicality and practical effects in the real world will always make people stop and think. It makes people think about how, and I think it reminds people of what humans are physically capable of. I never want that to disappear.
What do handcrafted imperfections contribute to an image that digital perfection cannot?
I think it shows the steps someone has to take to create what they created, and I think imperfection is an important part of art.
Does it frustrate you when people assume your work was made with AI?
It’s a frustrating thought for sure. But it bothers me even more when an AI system labels my work is AI.
When someone comments, “AI could do that,” what do you think they misunderstand about the value of the process?
I don’t think the value is just in the final image. It’s in the process of figuring out how to make something impossible with real materials. Every project is a puzzle, and solving that puzzle is part of the art and that’s what makes it truly impressive. The image is just the evidence that it happened and I made it happen with my own hands.
Do you think the rise of AI has made audiences more sceptical about images, or less attentive to how they are created?
I think audiences are more skeptical of the final image but more curious about the process to prove it’s real. That’s why I like sharing behind the scenes moments they show that creativity isn’t just about the result, it’s about the experimentation and problem solving that got you there.
Is there a danger that the language of “impossible imagery” is becoming visually repetitive because of AI?
I don’t think audiences are looking for impossible anymore they’re looking for something they’ve never thought of before. Whether an image is created physically or digitally, it’s the originality of the concept that makes it memorable.
How do you make work that feels surprising in a culture already saturated with surreal digital images?
I don’t try to compete with other digital imagery, I focus on creating work that feels new, not just because of what I made, but also the delivery. I want people to wonder not just “How was that made?” but “Why did I never think of that?” And “I like this vibe” For me, that’s where surprise comes from. I like to think of ideas that feel practical but are presented in a way that’s something they’ve never seen.
Would you ever incorporate AI into your practice, or is maintaining a physical process essential to your identity as a creator?
I’m not opposed to AI as a creative tool for some people. Every new technology changes how artists work. But for my own practice, the physical process is essential because it’s where I find the joy. I love taking an idea that exists only in my head and figuring out how to make it exist in the real world. That challenge is what keeps me creating. So personally I want to keep everything physical and real.
Fashion and beauty imagery have traditionally relied on idealized bodies. How do you approach aspiration without reproducing narrow ideas of perfection?
Perfection means different things to different people. And I like to create things that bring that to light. The fashion, styling, and beauty all serve the concept. If someone leaves feeling inspired to create something themselves without thinking they need it to be “perfect” to be beautiful or interesting, that’s more meaningful to me than trying to present an unattainable standard.
What do you look for when a brand contacts you to collaborate on a project?
I’m looking for brands that see creativity as part of the value, not just the product. I love collaborating with teams that are excited to experiment and create something people genuinely remember, while still communicating the brand’s message. I always start my concepts with a product or materials, so it’s exciting when I get to work with brands that want me to use specific products or want a specific vibe.
Is there a personal experience behind your desire to transform ordinary things into something extraordinary?
For me, it’s about finding wonder and whimsy in everyday life. I love romanticizing life. Life is really hard, and it may sound cheesy but romanticizing life has really helped me get though some hard things. Inspiration doesn’t always come from rare or expensive materials, it often comes from normal everyday things. I love proving that creativity can transform something ordinary into something people see in a completely new way.
Do you ever feel pressure to constantly outdo your previous ideas?
I definitely do, but I also think that pressure can be productive. It pushes me to keep asking better questions and looking for ideas that genuinely surprise me. My goal isn’t to top my last project, it’s to always stay inspired enough that the next one feels like a new discovery, and feels like something I’m excited to make.
What is something people frequently misunderstand about you or your work?
I think people misunderstand why I’m doing what I’m doing or who I am as a person. I feel like I’ve always felt a little misunderstood as a person, but you can’t make everyone understand you. Especially on the internet. So I just keep doing what I enjoy and what makes me happy with the hopes that I will find people that do.
Can you walk me through your creative process from beginning to end result?
I start with the material, idea or product I want to use. Then I spend a lot of time thinking of what pieces I want to make with them. Whether it’s an outfit, accessories, food, or everyday objects. Then once i sketch out the things I want to create, I also usually have an idea in my head how I will assemble. And usually my idea either works right away the way I imagined it or it takes a little trial and error. It can take days to make. Then after I’ve created I finalize how I want to deliver the concept visually. Recording style, visual scenario, editing. I usually like to deliver a scenario with whatever I create. Then I record, take photos and edit.
So with what we just talked about, what are you hoping to convey?
I really want people to know that anyone can create. I feel like I’m not any more artistic or creative than the average person. Everyone can create art with with the right inspiration. And there’s whimsy and inspiration in everything. Even the simple things.
And what are your goals?
I honestly couldn’t say specifically because I kind of just go where life takes me.
Outside of everything you’re already doing, what’s something you’re obsessed with right now, maybe a hobby, a show, or even a food?
Obsessed with Buldak ramen and I love the show 1883.
What qualities do you find most important in the people you choose to spend time with?
People that don’t take themselves to seriously.
What motivates you?
Wanting to find out what I’m capable of.
How would you describe a perfect day?
Good food and no obligations
Alright Sunny, I always ask these two questions at the end of an interview. The first is. What’s your favorite movie(s) and why?
I love movies and I’ve seen almost everything. I could pick a favorite movie and every single genre.
The second is. What song(s) are you currently listening to the most right now?
Lana del Rey’s, chemtrails on the country club album.