Shot in Rome, on the rooftop of the FENDI Headquarters at Palazzo della Civiltà Italiana, the new advertising campaign for the FENDI Men’s Spring/Summer 2022 Collection designed by Silvia Venturini Fendi – FENDI Artistic Director of Accessories and Menswear – brings the same energy and atmosphere of the show that took place in the same location. The collection comes alive through the campaign photographs and videos under the creative direction of multifaceted Italian artist Nico Vascellari.
Signature looks are captured in a daydream atmosphere, picturing models walking and standing across a cloudy Roman sky which evolves through the course of the day. The idea of a vision is enhanced by a play of mirrors and reflections, doubling models and multiplying points of view in a single shot. In fact, the campaign displays the idea behind the collection: a playful escape from reality, subverting everyday objects with the heights of FENDI craftsmanship.
The subtle palette of the collection echoes spring flora and the transient skies, as the ones portrayed in the advertising campaign. Pastel shots of lemon and lime, ice blue, lavender, pistachio and peony are shown against mineral shades of travertine, chalk, graphite and slate, giving life to a spectacular canvas of soft colours.
Reflections on watching the world from above have inspired the FENDI Men’s Spring/Summer 2022 collection, a rich interplay of lightness and ease with a laser sharp focus on the future of luxury. New tailoring volumes combine a multitude of materials, shapes and utility details. The FENDI Earth topographic print, made up of abstract contoured motifs, floats across linen silk suiting, jacquard denim and plush crochet tees. Plucked from the FENDI archives, an illustrated map of Rome becomes FENDI Land, a cartographic drawing of the city with freehand FF logos. Following the idea of distorted reality, the Peekaboo appears with iconic Selleria macro stitches or in matte nylon, along with the new mini Fendiness backpack featuring its signature utility buckle and crossbody style.
The FENDI Men’s Spring/Summer 2022 advertising campaign comprises 7 single and 7 double-page visuals and a video; these include specific close-ups for the eyewear collection – including the new FENDI Sky sunglasses – and the FENDI x ARENA collaboration, made up of swimming goggles and a swimming cap – to be seen on worldwide magazines from January 2022.