Fendi’s latest Fall 2018 ad campaign stresses both simplicity and the powerful, bold personality of a Fendi woman.
Captured by the house’s creative director, Karl Lagerfeld, the images feature highly sought-after models Adwoa Aboah, Abbey Lee, and Gigi Hadid. Their strong poses perfectly embody both the fearless nature and free spirit that characterize a Fendi woman, while the modern and clean set offers a backstage feel with the visible photographic backdrop and stand. White columns of various sizes clearly point to Fendi’s Roman roots.
“I love the set of the new campaign, it’s very clean yet with a touch of romanity given by the columns, I find them very FENDI. I also like the way women are put in evidence, standing on a pedestal as if they were roman statues or goddess,” said Silvia Venturini Fendi.
The campaign pays homage to Fendi’s DNA, synonymous of innovation, modernity, energy, and incredible savoir-faire and to the powerful and free women of today. “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,” said Lagerfeld.
The modernity must also be based on simple messaging completely with plenty of logo. Forytunatly for the house a logo is only as strong as the brands reputation and in Fendi’s case that equity is powerful. While The Impression would like to see more narrative int he houses storytelling, there is value in cleaning the slate.
Fendi Creative Director/Photographer | Karl Lagerfeld Talent | Gigi Hadid, Adwoa Aboah & Abbey Lee Kershaw