Fendi takes to the sky for SS24 campaign

ROOTED in elegance, versatility and pragmatism, Fendi’s spring-summer 2024 womenswear collection embodies the house’s timeless design codes.

Kim Jones, Fendi’s creative director, decided to take inspiration from the spring-summer 1999 collection and intertwine history with culture. Today, the house has released its latest campaign showcasing the seasonal offering.

The new campaign sees models posing confidently in an assortment of SS24 looks. Set upon a bright blue sky, Jones’ interest in colour-blocking and vibrant colours becomes immediately apparent. In the accompanying video, the collection comes to life thanks to playful yet poignant styling choices.

The creative director decided to call upon a certain Roman freedom for the collection, where quiet luxury and playfulness combine to create wearable yet refined pieces.

Speaking on the collection, Jones said: “In Rome, there is an elegance in ease and not caring what anybody else thinks – that is real luxury. In this collection, I wanted to reflect that. It is about women who dress for themselves and their own lives, I see it with Silvia and Delfina all of the time. It’s not about the spectacle of being looked at but the reality of wearing and the confidence and chicness that comes with it. It’s not about being something but being someone.”

Crafted for women on the go, masculine tailoring and sharp lines are placed at the forefront of the collection. For example, the curtain waistband of tailored trousers has been carefully folded to reveal its construction.

Meanwhile, oversized car coats add volume and flair. However, the creative director has expertly weaved feminine elements into the collection to create a beautiful dichotomy. Summer skirt suits have been paired with work shirts, and metal anklet ballet car shoes have been built with utilitarian studded soles to highlight this juxtaposition.

Moreover, the collection references the history of the house. Calling upon traditional motifs, Jones has used Selleria stitch to tie the collection back to the past of fashion and leather goods. The stitch, which finds its place in leather bags, garments and metal thread shoe hardware, harkens back to techniques used by Roman master saddlers.

Created to endure the test of time and fast trend cycles, the collection demonstrates Jones’ infallible design expertise. Now, paired with the campaign, it’s clear that Roman chic has never been so sought after.

by Sophie Richardson

GLASS HK WELCOMES YOU

More Stories
PFW SS23: Kiko Kostadinov
PFW SS23: Kiko Kostadinov