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Italian fashion label Fendi gives a ‘street culture’ update to its logo

Fendi ‘FF’ collection
Fendi ‘FF’ collection

As ‘logomania’ returns, several big -pocket heritage brands are getting ready to cash on the trend. Italian luxury label Fendi has also announced a big update to its logo, citing social media friendliness or simple ‘Instagrammability’ as the main driver for this change.

To celebrate this update, the brand is launching a capsule collection that will be wildly monogrammed with the archival square ‘FF’ logo that was earlier used in the ’70s – everything from joggers and crop tops to sneakers and fur slides will sport the new hallmark.

The collection will initially be exclusively launched on Net-a-porter on April 13 and soon be rolled out on Fendi’s own website and other outlets. On April 19, a pop-up will be hosted at the Dubai Mall Fashion Catwalk which will be designed to look like Fendi’s Roman HQ in an inflatable form as an opportunity to tap the young Middle Eastern consumers.

Everything about Fendi’s new strategy will be steered with the millennial clientele and its younger siblings Gen-Z in mind.

In keeping up with Fendi’s Instagram awakening, a street crowd-approved party will also be hosted at a hidden graffiti tunnel in artsy South London. The event will go beyond the launch of the line to showcase the brand’s new urbanized vision with graffiti artists painting their interpretations of the new logo, hip-hop performances and DJ-ing from the street world’s favourite Disco Smack, among others.

With original Karl Lagerfeld sketches of Fendi’s logos back in the ’60s, to his new work as the brand’s long-standing creative head, the event aims to commemorate both Fendi’s heritage and future in the same place.

Silvia Venturini Fendi, the last member of the Fendi family still working with the house, said, “Looking back to the ’70s and ’80s, I have images of Sophia Loren or Catherine Deneuve or Lady Diana wearing the logo. It’s always been the same but it adapted to so many different women, decades and generations. It connects everyone and when I see my children wearing the logo I realise that it’s going to be here forever because the younger generation like things that have longevity.”

The logo revamp is just one of the many changes heating up in Fendi’s rooster. The heritage house is also excited about the new ‘drops’ format of releasing products, wherein brands can create small storied collections that have “a quicker start and finish date. It’s interesting that you can find the logo line now, but you probably won’t be able to find it in a few months,” Venturini Fendi added.