MILAN — Fendi is once again playing with its FF logo for another Millennial-friendly capsule collection, this time called Roma Amor — a palindrome hinging on the brand’s place of birth and the word “love” in Italian.
Fendi has teamed with graffiti artist Pref, who developed the Roma Amor logo in two different eye-catching graphic variations — a parallelepiped and a multicolor wave, which both create 3-D graphic illusion effects on the capsule. The collection is comprised of ready-to-wear and accessories for women, men and kids.
The Italian company had worked with Pref on the FF Reloaded launch event in London in April 2018.
The launch of the drop in May is marked by dedicated images with a liquid metallic effect in the fluorescent colors of the collection, which turns models into digital avatars.
In the women’s collection, the Fendi Roma Amor wave appears as an intarsia on an oversize leather bomber, or a mink fur coat, as well as on a body-hugging one-shoulder dress with an allover FF pattern.
Denim indigo jackets, shorts, pants and jumpsuits are punctuated by the parallelepiped patterns and all show rainbow-inspired inserts and contrasting trims, buttons, stitching and zippers worked in bold neon tones.
The fluorescent color palette defines sharp-cut leather biker jackets; cropped Windbreakers with maxi pockets and macro graphics; reversible oversize puffers, and pleated dresses and skirts. The parallelepiped patterns are also available in a brown and gold color combination.
The FF logo is also reworked in a stamp-like version overprinted on the FF logo pattern of swimsuits and cropped tops worn with matching leggings.
The fluorescent color palette marks the brand’s signature Selleria Cuoio Romano leather of the Peekaboo, the Baguette or Mon Trésor bucket in all sizes, which receive a pop makeover with neon shades that range from fuchsia to yellow and red.
In addition, the Peekaboo X-Lite, the Baguette and the micro Mon Trésor bags are worked in the jacquard FF logo and embellished with trimmings in vivid shades of electric blue, orange, pink and aqua green.
The Selleria Roma Amor collection will be available at selected Fendi boutiques worldwide and on the brand’s online store starting from May 14, while it will be shoppable online as a worldwide preview on fendi.com from May 10 to 14, signing up starting from May 8.
The company will also introduce Gentle Fendi sunglasses in a partnership with hot South Korean brand Gentle Monster. This includes two unisex styles, one in metal and the other in metal and acetate, in sync with the trend of small shapes and bold logos.
The Gentle Fendi capsule will be available starting from early May at Fendi and Gentle Monster boutiques along with select optic stores worldwide, while custom rotating installations will be staged at select Fendi and Gentle Monster boutiques. The installations will feature a 360-degree rotating structure with life-like mannequins wearing Gentle Fendi sunglasses — adding an industrial and futuristic aesthetic to the venues.
The graphic motifs and neon colors also define the footwear range, where the FFreedom sandals, wedges and sneakers are worked in a soft Lycra for a sporty feel.
The men’s capsule includes T-shirts, joggers and allover printed shirts, silk pajama sets and nylon Windbreakers, printed or embroidered with the graphic motifs.
Marking the launch of the Roma Amor capsule, Fendi will offer a special personalization project available in six select stores: Seoul Lotte Downtown; Tokyo Omotesando; Beijing SKP; New York Madison Avenue; Paris Galeries Lafayette, and Paris Printemps. Customers will be able to add their initials, hand-sewn on site by Fendi artisans — on limited-edition Large Baguette bags or bomber jackets, both in the FF logo jacquard.
Creating additional buzz, the company will create special Fendi Roma Amor installations and set-ups on windows and spaces of Fendi boutiques worldwide with dedicated takeovers in select stores, including Miami Design District and Seoul Lotte Downtown.