Unveiled at the Fall/Winter 2018-19 Women’s fashion show in Milan, the FENDI MANIA capsule collection blends luxury fashion with the style of an iconic sportswear brand that was hugely popular among top-level athletes in the 1980s. The exciting collection spans ready-to-wear, shoes and accessories for women, men and children. To project the identity of the collection Fendi re-appropriated the “Fendi/Fila” logo created by Instagram artist Hey Reilly (@hey_reilly). Available in stores and online since October 16, FENDI MANIA embodies Fendi’s unique creative spirit with a splash of irony.
Celebrated for his “brandalizing” of logos on Instagram, artist Hey Reilly (@hey_reilly) has made luxury houses the leitmotiv of his creative magic. He reinvents clothes and mashes up logos with offbeat, lighthearted humor. Intrigued with the artist’s take on its logo, Fendi initiated a collaboration with him to create the signature for its new FENDI MANIA capsule collection.
Melding the world of sportswear with luxury fashion, FENDI MANIA applies the logo created by Hey Reilly in two color combinations: red with blue and yellow with white. The two versions are splashed on clothes, shoes and accessories for women. The logo appears in graphic diagonal stripes combined with the iconic FF logo on mink coats and reversible bombers, as well as silk skirts paired with coordinated tops or boxy leather jackets. Juxtaposed with a star print on denim blazers, the FENDI/FILA by @hey_reilly logo gives the collection a Western feel, joined by hot pants and fringed bomber jackets.
On the men’s side, the FENDI/FILA by @hey_reilly logo meets the FF pattern in revisited staples, including a sweatshirt, a padded vest and dark indigo denim pieces. The eye-catching FENDI MANIA graphics grace children’s clothes too: jumpsuits for babies, dresses and skirts for young girls, plus windbreakers and tracksuits for boys.
Shot in Dubai, the ad campaign for the FENDI MANIA is infused with a cool vibe echoing music and art references. The launch of the collection – available in Fendi stores and on www.fendi.com since October 16 and until the end of the year – was marked by a high profile drop in seven pop-up stores, accompanied by a series of special events around the world.