FENDI SPRING 2023 AD CAMPAIGN
Kim Jones lends his fresh perspective for the Fendi Spring campaign asthe past becomes the future.
February 10, 2023
For the Fendi Spring 2023, Kim Jones develops the codes he has established during his tenure at the brand, while drawing upon the brand’s history and evolving its distinct language for now. A floral print drawn from the Fendi archives and a logo first introduced in 2000 anchor the collection in the past, but are reimagined for today.
The clothing loosely revolves around the turn of the millennium – in its collision between minimalist ease and pop-infused eclecticism.
A harmonious palette of neutrals is interrupted by bold pops of colour: vibrant pink, cornflower blue, vivid green appear boldly saturated. Organic textures – cashmere and fur, shearling and leather – materialise through Fendi’s unparalleled savoir faire, now lighter than ever before, and appear layered with technical fabrics. Sleek satin is hybridised with mesh, and grounded by elevated tennis shoes or rubber platforms: the inverted “F” of the Fendi First appearing as an illusory cantilever across footwear, in tribute to the house’s instinctive alignment of form and function.
“At Fendi, I am constantly thinking about practicality as well as luxury,” says Jones. “Adding heavy hardware to something very soft both gives it real functionality and makes it interesting.”
The house’s iconic bags are realised with the same spirit of duality which permeates the collection: high-shine leathers integrated alongside clean canvas, bold shades printed across natural hues; sometimes chained together, sometimes a pair simply clutched in one hand. “At Fendi, everything comes from the conversation around the double F which makes us see things in couples,” reflects Silvia Venturini Fendi.