Fendi Summer 2025 Ad Campaign

Review of Fendi Summer 2025 Ad Campaign by Creative Director Antonio Moscogiuri and Photographer Sophie Jones with model Aitana

For its Summer 2025 digital campaign, Fendi taps Spanish singer and actress Aitana to front a playful, home-based narrative that underscores the brand’s long-standing relationship with the artist. Directed and photographed by Sophie Jones, the campaign doubles as a visual and sonic introduction to Aitana’s latest single, “Segundo Intento,” creating a cohesive blend of fashion and personal storytelling.

Set in a domestic space that slowly transforms into a vibrant dreamscape, the campaign invites viewers into an intimate yet elevated world of Fendi icons. Baguette, Sunshine Shopper, and Peekaboo Soft bags appear as characters in their own right, embedded in everyday vignettes and surrealist moments of discovery. The stylized cinematography and flash-lit portraits lend a sense of spontaneity and realism, balancing the polished luxury of the products with a more casual, lived-in energy.

The palette pulls heavily from coral reds, terracotta, and ocean blues—tones that recall Karl Lagerfeld’s 1978 Histoire d’Eau film, which serves as a conceptual touchstone. Bandana motifs, raffia textures, and lace-like denim nod to Fendi’s Roman heritage while leaning into a tactile, vacation-ready aesthetic that aligns with the brand’s centennial reflections.

Though the campaign’s pacing feels slightly subdued given Aitana’s energetic persona, it successfully builds a mood that supports both the product and the music. The visuals reinforce Fendi’s broader effort to position its icons not just as fashion items, but as companions to moments of creativity and expression.

Aitana’s star power and Fendi’s archival nods make for a serene yet personal summer reverie—quietly luxurious and digitally fluent.