Good news for all the logomaniacs out there, Fendi will be launching a capsule collection revisiting the iconic Fendi logo and giving it the spotlight it deserves. The collection will premiere exclusively on Net-A-Porter on April 13, a month before it is officially sold in Fendi stores and the website until the end of the year. But how exactly do you change such an important part of the brand without losing its identity ? First of all, the logo, which used to be rectangular-shaped, now fits in a square. Then, the black and white color combination was added to the classic tobacco/black association we all know and love.
Hard to believe that Karl Lagerfeld has been designing for Fendi for more than fifty-three years now, yet it was him who, in 1965, created the logo which still graces the pieces of the italian brand today. A simple all-over design with two Fs for « Fun Furs » which is ever so relevant today at a time when logos are trending worldwide. The focus for the capsule was definitely urban-wear and the challenge was bringing Italian sophistication on relaxed pieces like parkas, bomber jackets and sweaters. The accessories are to die for and become a focal point of the collection. Graphic leather bags are covered with the logo in 3D velvet, sporty slip-ons receive a furry makeover and sock-sneakers lay on top of a futuristic white sole. Logos are printed huge on soccer-style scarves and the collection wouldn’t be complete without a fluffy pom-pom keychain, the ultimate Fendi accessory.
In addition to the Net-A-Porter launch and since everything is possible in Dubai, Fendi will recreate an inflatable Palazzo della Civiltà Italiana over there in the Dubai Mall Fashion Catwalk from the 19th through the 29th of April.
Photos courtesy of Fendi.