The Youth Factor; Fendi SS19
This is no longer my mother’s Fendi. The luxury brand is reaching out to a younger generation, because girls today are in fact coveting their mother’s hand me downs from an era of pre-fast fashion. Silvia Venturini Fendi, the Creative Director of accessories and menswear has been a follower of this movement via social media. She noticed a surge of young millennials sporting the iconic Baguette bag circa 1997 that Sex and the City made worldwide famous. This encouraged her to believe that perhaps this type of social media virality means something for the brand. History, legacy and nostalgia is still there for Fendi and Venturini Fendi and Karl Lagerfeld are being very smart about it.
The spring/summer 2019 collection is a direct shift into the new generation of buyers and influencers. The design efforts paid close attention to details from oversized pockets, to structuring overcoats, the logo revival and mixing the classics with new utilitarian.