Fendi Women’s SS23 Campaign
Meg Parrott takes a look at the new campaign from the mind of Kim Jones
“Fendi women are strong women, with full busy lives,” said the House’s artistic director Kim Jones of his SS23 muse. For the designer then, practicality is non-negotiable. As is the luxury aesthetic the House is known for. With the latest Fendi women’s SS23 campaign, we find ourselves at the axis of both of those dynamics.
Since 2020, Jones has championed Fendi’s near centenary legacy through a unique and refined prism. This time he sees photographer Craig McDean behind the lens with an accompanying film by Julien Pujol. The narrative itself is staged at an intersecting corridor to mirror the new season’s harmonious merging of contrasts. A boyish trouser with translucent skirting here; lithe layers with statement accessories there – the story is of shape, fit and colour for the coming summer.
Reminiscent of the minimalism of late the 1990s, the styling is sleek yet deliberate. Pops of lime and blush pink meet the versatility of neutral hues, welcoming the early onset of spring. Signature loose, free moving draping comes layered with delicate organza, cinched with obi belt detailing to accentuate the femininity of the Fendi woman. Likewise, bronze and alabaster satin and silver spliced knits act as gilded jewels in the campaign crown.
A constant since its creation in 1965 by then creative director Karl Lagerfeld, trademark interlocking F’s add familiar punctuation. Whether as detailing on silky patch pockets or emblazoned across the chest in bold graphic type, the logo remains the anchor to all that came before.
Similarly, the Peekaboo Bag renews its enduring appeal. Despite its adolescent age, the trapezoid model sits at the apex of contemporary craftsmanship. The new Peekaboo Cut debuts in timeless chocolate hued croc or modern mint leather. And, despite its name, when it hits the streets with the rest of the collection, there’ll be no hiding from it.
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