The modern and clean set of the campaign – recreated in Lagerfeld’s famous Studio 7L in Paris – has a behind-the-scenes look, with an intentionally visible photographic backdrop and a stand that conveys a new fresh and disruptive feeling, free of all superfluity.
The only elements present, the white columns of different sizes, are a clear reference to the Roman roots of FENDI.
Adwoa Aboah, Abbey lee, Gigi Hadid and Bella Hadid embody the powerful and bold personality of the FENDI woman. “I really wanted these women to be strong, that’s why they are elevated in the centre of the set in a very modern way”, says Karl Lagerfeld.
“I love the set of the new campaign, it is very clean with a touch of romanity.” states Silvia Venturini Fendi.
This new campaign pays homage to FENDI’s DNA: innovation, energy, modernity and a great savoir-faire. Graphics and volumes play with masculine code and tailoring fabrics to create a new FENDI woman, in black, green, claret, ivory colors that highlights the collection’s modern hand.