Logomania is back with a bang.
As previously reported by DFR, Fendi is launching a logo-centric capsule collection celebrating the house’s iconic FF emblem. The logo was first conceived by Karl Lagerfeld in 1965 and stands for Fun Fur. Both the archival square-shaped logo as well as the updated rectangular version will be used in the lineup. When asked by WWD if the significance of the logo has evolved over the years, Silvia Venturini Fendi said “absolutely, in the Eighties, it was more ostentatious, a logo was meant to show that you had made it. Now young people like it and they are at the beginning of their professional life. It has a fashion connotation, it stems from the street, it’s a sign that you belong, and it’s often paired with sportswear.”
Fendi continued, saying: “A logo is not just a logo. It’s much more. For me, the Fendi FF logo is a code that is part of our DNA. It is a guarantee seal. The Fendi FF logo represents a very important value: this is why it is often present in our collections. It is not just a logo: it is the story of a fashion house that will soon turn into a century, and rests on values such as tradition, passion and love.”
The capsule is launching exclusively on Net-a-porter on April 13 with a subsequent rollout at select Fendi stores and on fendi.com on May 14. But nine pieces will be held back, available exclusively at Net-A-Porter. We have the first look at the highly covetable, limited-edition offering only available to The Net Set:
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