Fendi has officially unveiled its SS21 campaign.

In its grand debut, the collection’s natural palette of wheat, milk and honey shades are accented by touches of sky blue and cardinal red to tell a story through modern fashion. The multifaceted cast of models, including Mariacarla Boscono, Jill Kortleve, Estelle Chen, Henry Kitcher and Chun Soot, bring the campaign to life through an airy scenography composed of fresh floating white curtains, reflections and human shadows, which are accompanied by domestic elements such as wooden beds or chairs.

The campaign explores a divine combination of culture and femininity, where the pairing of classic styles with vintage silhouettes is complemented by modern touches, achieved through the use of bold colours and prints. Through the campaign’s imagery, culture and fashion are delicately woven together to inspire the collections’ direction. Alluding to a sense of heritage and culture, a glimpse into Fendi’s SS21 vision is demonstrated through a digital ‘window’ projected across the wall, revealing a blue cloudy sky to meet Maison’s signature headquarter in Rome, Palazzo della Civiltà Italiana.

Stay tuned for HOLR’s 14th issue for a deeper look into the collection.