ROME, ITALY- Diversity is as the heart of the house and the models chosen reflect this: Anok Yai, … [+]
Fendi women’s SS22 campaign is colorful, exuding femininity, and as the house notes it’s, “a celebration of joyful irreverence,” that empowers women. The bright colors were purposeful as Artistic Director for couture and womenswear Kim Jones, Silvia Venturini Fendi, and Delfina Delettrez Fendi as all three designed. The campaign is inspired by the glory days of Studio 54, the color and disco.
It was directed by Ronnie Cooke Newhouse and Karl Bolander, and shot by Craig McDean. They were careful to capture the aesthetic features that Jones and the Fendi women designed. Diversity is as the heart of the house and the models chosen reflect this. Anok Yai, Vittoria Ceretti, Yilan Hua, Barbara Valente, and Rianne Van Rompaey are the five featured models. The campaign was shot in a studio with a playful mood against graphic backgrounds with white fading to blue or featuring solid red cloud shapes.
Going into Fendi archives, the trio drew inspiration from, “a logo hand-sketched by visionary fashion illustrator Antonio Lopez, drawing upon the artist’s liberated sensibility and Studio 54 surroundings,” according to house notes. “From this starting point was born a collection that depicts a modern perspective on disco-age glamour and puts a spotlight on the diverse and powerful femininity that underscores the Fendi name.”
The campaign includes 13 single and 10 double page visuals, as well as a video. All signature looks share a common vision from the Estate and Archive of Antonio Lopez and Juan Ramos- and his [Ramos] abstraction of Lopez’s technique with the brushstroke. “His figurative drawings appear on shirting and leather intarsia, while that same hand-written Fendi logo emerges on candy-coloured diagonal stripes.” Iconic Fendi bags make an appearance as they become canvases for Lopez’s work and savoir-faire of the house’s atelier.
The campaign can be found in magazines this month.