Logomania runs riot in the new Fendi Mania capsule collection, out now
That mission statement hasn't budged an inch. But where Fendi's clients of old were likely to match their clobber with sensible pumps and top handle purses, their 21st century girl has zero apprehensions about pairing their plush outerwear with a G-string and thigh highs. Cue the opening bars of Nicki Minaj's "Chun-Li", spitting lyrics of which have earned this writer many a horrified look on her daily commute.
This spirit of irreverence that has kept Fendi cool, even as labels of similar pedigree struggle to find their relevance in the Insta age. Leaning into the continuing lust for logos, the new Fendi Mania capsule collection splashes the iconic "Fun Furs" monogram- presciently designed by Karl Lagerfeld way back in '65 onto achingly '90s athleisure shapes.
Those iconic interlocking Fs are joined by a new iteration of the Fendi logo, which some may find jarringly familiar. Should you sense the hand of Hey Reilly, give yourself a pat on the back: the London-based graphic designer, who went viral with mashups of logos high and low, collaborated with Fendi on the house's fall 2018 collection.
Fun furs, indeed.