Fendi’s double ‘ F’ logo has been an iconic sight on both runways and on the streets as early back as 1965 when it was introduced by Karl Lagerfeld. This signature double flipped logo of Roman Maison stands for ‘Fun Fur’ — a concept that was visualised by Karl Lagerfield to showcase Fendi as the pioneer of creative and innovative fur garments.
What was designed to be a print of internal lining of clothes and luxury travel rigid trunks, became the main fabric of clothes and accessories. It changed the fashion industry during the 70s, by being one of the first pioneers to implement personalised fabrics on bags. That was the beginning of the logomania trend.
“A logo is not just a logo. It is much more. For me, the FENDI FF logo is a code, is part of our DNA. It’s like a guarantee seal,” said Silvia Venturini Fendi, creative director of accessories and menswear. “That’s why in our collections we work very much with the FENDI FF logo, because for us it represents a very important value. It is not just a logo: it represents the history of a Maison of almost 100 years, made of values like tradition, passion and love.”
The logo continued to define the brand, through the 80s and 90s. And now for 2018, the logomania trend is revived once again with this latest capsule collection of ready-to-wear and accessories by Fendi.
In this women’s range, the FF logo which was back then a rectangular shape to now a squared version, has become the main character on every item from the collection — on a shearling bomber jacket, mink fur intarsia on the front of a blouson featuring a knitted back, while it’s printed on the lightweight transparent raincoat.
The FF logo pattern also stands out in a diagonal variation on a bomber and a hoodie. A silky yet sophisticated pyjama suit also has the renowned logo printed in a repetitive pattern.
That’s not all. The new logo takes over the accessories range, including Maison’s iconic bag styles: Kan I and Mini Kan I, Peeakaboo, Runway bag, Trésor, Triplette, and Wallet on Chain designs. Moving on to footwear, the FF logo is developed in the same tobacco and black and white options and is used from the sportier RockoPop running shoes and Rockoko sneakers to minimal flat sandals and the hyper-chic Rockoko bootie and sandal. This Capsule Collection also includes a pair of sunglasses, an FF version of the mink bag charms, FF Fendi Witch charm, double-wrap bracelets, and a selection of iPhone covers.
The exclusive Capsule Collection will be sold in selected Fendi boutiques worldwide and on fendi.com starting from 14th May 2018 while it will be shoppable online, together with some exclusive pieces, as a worldwide preview on Net-à- Porter starting from 13th April 2018.