'California Sky' Joshua Vides Pre-Fall 2020 Ad Campaign

Fendi and Joshua Vides go back to the drawing board for a unique new campaign.

The Italian house and the Los Angeles based visual artist collaborated on a Pre-Fall 2020 collection appropriately called “California Sky.” Vides gives his dizzyingly cool, cartoon-like treatment to an assortment of women’s, men’s, and kids’ ready to wear and accessories pieces. In keeping with his signature style, Vides worked a black and white color palette, including his trademark marker style, peppered by sky blue and wisteria violet touches, to create charming 3D, tromp-l’oeil effects by mapping the seams and edges of a range of styles.. 

The collection is captured in a photography campaign by Matt Jones. Jones sets his models against various architectural elements of the Los Angeles sprawl, finding interesting contrast between Vides’ eye-popping black-and-white iconography and the lighting and line of the background. The imagery is brought to life in a short film, which brings some vintage Hollywood rock and roll vibes into the mix.

It’s an energetic and cohesive campaign that benefits from a smart collaboration. Fendi shows that whether in Roma or Los Angeles, they know how to have fun.

Fendi Creative Director | Silvia Venturini Fendi
Photographer | Matt Jones
Models | Faiith Lynch, Ajani, Nico Traubman

Senior Fashion Writer | The Impression