The FENDI Women’s Spring/Summer 2022 advertising campaign is a celebration of the joyful irreverence and empowered femininity that defined the collection conveyed through bright colours and a delightful atmosphere.
Creatively directed by Ronnie Cooke Newhouse and Karl Bolander, and shot by Craig McDean, the images and video reflect the same aesthetics that characterize the collection designed by Kim Jones, FENDI Artistic Director of Couture and Womenswear along with Silvia Venturini Fendi Artistic Director of Accessories and Menswear and Delfina Delettrez Fendi Artistic Director of Jewelry.
The campaign features five models – Vittoria Ceretti, Yilan Hua, Barbara Valente, Rianne Van Rompaey and Anok Yai – shot in the studio in a playful and chilled mood. Pictured all together, in couples or alone, they are captured against graphic backgrounds, in white fading to blue or featuring solid red cloud-like shapes.
The inspiration comes from a logo hand-sketched by visionary fashion illustrator Antonio Lopez, drawing upon the artist’s liberated sensibility and Studio 54 surroundings found in the FENDI archives. 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 signature looks captured in the campaign share a common vision, coming from The Estate and Archive of Antonio Lopez and Juan Ramos: an elegant abstraction of Lopez’s gestural brushstroke and his figurative drawings appear on shirting and leather intarsia, while that same hand-written FENDI logo emerges on candy-coloured diagonal stripes. FENDI’s iconic bags become canvases both for his work and the renowned savoir-faire of the house’s atelier, transforming into graphic artworks.
FENDI Women’s Spring/Summer 2022 advertising campaign comprises 13 single and 10 double-page visuals and a video; among these, 6 close-ups focus more on the Jewelry and Eyewear lines.
This joyful celebration of female confidence will break in worldwide magazines starting from February 2022 issues.
Published on HOLR Magazine.