October 18, 2018

Fendi The Next Cult Logo

Where Fendi/Fila was all about segueing streetwear into the brand’s luxury offering, Fendi Mania was conceived as the next step on from this ’80s athletic aesthetic. Yes, it’s still all about the monogram trend – those signature double Fs cohabit with the Fendi/Fila logo, which was originally designed by Instagram artist @hey_reilly, but new motifs come into play. Stars and fringing give the collection a Western lilt, but, as the campaign video starring Adwoa and Dilone proves, those tassels don’t impinge on the streetwear vibe. Or gymnastic ability, it turns out.

In keeping with the name of the capsule, Fendi is staging a series of simultaneous events around the world. Pop-up stores will open on Los Angeles’s Rodeo Drive, London’s New Bond Street and in Shanghai’s Plaza 66 and Tokyo’s Ginza Six, amongst others, as well as special displays in 56 Fendi boutiques from October 17. Did we mention there will be DJs and celebrity appearances?

 

 

With the Kardashian West family firmly in the Fendi family fold – Kim and North fronted the #MeandMyPeekaboo campaign in July 2018 – as well as the numerous models who have been toting the FF logo for months, Fendi really does mean celebrity. Fendi Mania is just another example of Karl Lagerfeld and Silvia Venturini Fendi showing that they’re down with the kids.