Fendace, is it a discreet designer brand that only industry insiders know about? The answer is no. It is, of course, the brainchild of Donatella Versace, Silvia Venturini Fendi and Kim Jones, and, arguably, the pinnacle of fashion collaborations (don’t call it that). It’s not Fendi x Versace, or Versace x Fendi – it’s just Fendace. And don’t forget that.
“It’s an exchange rather than a collaboration and, above all, it’s done out of friendship”, explains Kim Jones, artistic director Fendi Couture and Womenswear. “It’s the beauty of being together after separation and celebrating women that has inspired me so much.”
Born from a creative collaboration between three of the industry’s pioneering designers, the highly anticipated “swap” is set to hit stores tomorrow, and fashion fans are already lining up (virtually and IRL) to get the first dibs. Featuring Fendi by Versace, as well as Versace by Fendi, the collection is already iconic fashion catnip.
First shown at a model-studded secret show during Milan Fashion Week last September, the mood was at its height when the first Fendace heel made its appearance on the plexiglass catwalk: it was a torrid return to the nightclub. “Way 2 Sexy” by Drake, Future and Young Thug exploded as Kate Moss, Amber Valetta, Naomi Campbell, Kirsten McNenamy, Gigi Hadid and co. pays homage to the party girl it-girl.
Moreover, the campaign itself follows the same pattern. With footage shot by Steven Meisel and film directed by Alex Maxwell, you’ll see Adut Akech, Amar Akway, Anja Rubik, Anok Yai, Imaan Hammam and Lina Zhang enter the club Fedance, where they are greeted by supermodel bouncers McNenamy and Campbell. The message is clear – this one is for the maximalists.
“The campaign reflects the same sense of friendship and energy that we had when we designed the collection. Kim is a visionary designer and an innovator. For me, Fendace will always be synonymous with love,” says Donatella Versace.
It’s not a collaboration, it’s a dazzling fusion of some of fashion’s most iconic brand codes, reimagining classic silhouettes from both houses. Think Versace chainmail and the jellyfish pattern on a Fendi nano baguette bag, and smooth Fendi LBDs stitched together with Versace safety pins. Launching globally in a series of pop-ups, the collections will also be available in the brands’ online stores.
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