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Last September, the two Italian companies Fendi and Versace formed an unprecedented alliance in the luxury sector. Although collaborations are commonplace in the fashion industry, they were not previously common between two companies belonging to two competing groups. In this case, the LMVH group, owner of Fendi, and the American group Capri Holdings Ltd, which bought Versace in 2019.
Named Fendace (a contraction of the two labels), the first act of the association took the form of a fashion show event during Italian fashion week. The artistic directors of each House switched hats, with Donatella Versace offering her vision of Fendi and Silvia Fendi and Kim Jones that of Versace.
Act II of Fendace is just as bold. This time it is a special collection/edition, launched on May 12, where the two houses mix their know-how and codes. Fendi’s monogram will be combined with the Medusa medallion and Versace’s favorite prints in models (clothes and accessories) of unlimited baroque and glamour.
“It’s an exchange rather than a collaboration and, above all, it’s done out of friendship. It’s the beauty of unity after separation and a celebration of the women who have inspired me so much,” explained Kim Jones, the Artistic Director of Fendi Couture.
The Versace by Fendi and Fendi by Versace capsules, as well as a joint Fendace collection, will first be offered in pop-up stores or at global events, and then in the e-shops and boutiques of both brands. This means that Fendi will have more than 210 shops in nearly 35 countries and Versace will have more than 180 shops and 1,500 retailers around the world.
Strong sensations
To announce this collection, which will not go unnoticed, the advertising campaign is full of sensations. Filmmaker Alec Maxwell was asked to shoot two videos. He imagined having the models (Adut Akech, Amar Ak way, Imaan Hammam, Anja Rubik, Anok Yai or Lina Zhang) checked at the entrance to the Fendace nightclub. And this by Naomi Campbell and Kristen McMenamy, who have been converted into bouncers for the venue! The protaganists all sported ultra-sexy Fendace silhouettes from head to toe, a profusion of prints, gold and accessories to glow in the night.
American photographer Steven Meisel captured the collection in images.
Read also > FENDI SIGNS A LUXURY HARDWALLET WITH FRENCH COMPANY LEDGER
Featured photos : © Fendi x Versace[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
Last September, the two Italian companies Fendi and Versace formed an unprecedented alliance in the luxury sector. Although collaborations are commonplace in the fashion industry, they were not previously common between two companies belonging to two competing groups. In this case, the LMVH group, owner of Fendi, and the American group Capri Holdings Ltd, which bought Versace in 2019.
Named Fendace (a contraction of the two labels), the first act of the association took the form of a fashion show event during Italian fashion week. The artistic directors of each House switched hats, with Donatella Versace offering her vision of Fendi and Silvia Fendi and Kim Jones that of Versace.
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Last September, the two Italian companies Fendi and Versace formed an unprecedented alliance in the luxury sector. Although collaborations are commonplace in the fashion industry, they were not previously common between two companies belonging to two competing groups. In this case, the LMVH group, owner of Fendi, and the American group Capri Holdings Ltd, which bought Versace in 2019.
Named Fendace (a contraction of the two labels), the first act of the association took the form of a fashion show event during Italian fashion week. The artistic directors of each House switched hats, with Donatella Versace offering her vision of Fendi and Silvia Fendi and Kim Jones that of Versace.
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