Review of Fendi “Fur Atelier” Spring 2024 Ad Campaign by Creative Director Karl Bolander with Photographer Craig McDean and models Aylah Peterson
In their latest campaign showcasing the Fur Atelier collection, Fendi, under the artistic direction of Ronnie Cooke Newhouse and the photographic expertise of Craig McDean, presents a world where the luxury and allure of fur are celebrated. Through carefully curated studio portraits featuring model Aylah Peterson, the campaign puts a spotlight on Fendi’s unparalleled craftsmanship in fur, seemingly appealing to modern-day aficionados of opulence with a nod to iconic luxury figures.
The campaign is effectively communicated, emphasizing the house’s long-standing mastery and tradition in fur craftsmanship. Yet, in a recent statement, Fendi articulated that “Evolution without revolution is a key concept in Artistic Director Kim Jones’ approach to Fendi Furs, in which a century of artisanal tradition, research, and creativity come together in unexpected contemporary masterpieces.” This philosophy underlines the brand’s effort to innovate within the confines of their rich heritage. However, this stance also highlights a notable contradiction. While espousing evolution, Fendi’s latest offerings and their continued use of animal fur overlook a critical area for contemporary innovation: the pursuit of ethical and sustainable alternatives.
This approach sparks a debate about the ethics of using animal fur in fashion and whether true evolution can occur without addressing the growing demand for ethical practices. It’s an irony that, although Fendi aims to evolve, there seems to be a reluctance to revolutionize by exploring more humane and sustainable materials. This juxtaposition calls into question if tradition and luxury must necessarily come at the expense of ethical considerations, suggesting that perhaps the ultimate evolution in luxury fashion lies not just in aesthetic innovation but in aligning with the ethical expectations of today’s society.
Fendi Creative Director | Kim Jones
Creative Director | Karl Bolander
Art Director | Ronnie Cooke-Newhouse
Photographer | Craig McDean
Model | Aylah Peterson
Stylist | Rae Boxer
Hair | Ryan Mitchell
Makeup | Siddhartha Simone