One of Italy’s oldest luxury fashion houses, Fendi, has created a unique campaign for 2018. Adding to their ‘F is for…Funk’ series to promote their ‘Fancy Fendi’ sneaker range.
2018 has seen the revival of Fendi’s legendary Zucca print with influential celebrities seen sporting the print such as the Kardashians, Nicki Minaj and Gigi Hadid, putting Fendi back in the limelight for remarkable designs. The Fancy Fendi sneakers are no different, a combination of five individual parts that include a mixture of high-quality calf leather, PVC vinyl, a transparent technical mesh and a two-toned layered sole that boasts comfort; featuring the iconic double F logo on the tongue. Fendi has catered for the interest of luxury consumers and the new generation sneakerheads alike.
To present this futuristic sneaker, Fendi has brought together the best break-dancers from around Europe to descend onto the rooftop of their headquarters in Rome for this once in a lifetime freestyle dance battle. This has to be one of the most extraordinary locations’ in history to host a battle, a building commissioned by dictator Benito Mussolini in 1943.
Many luxury brands have been revisiting their archives when it comes to eye-catching vintage prints. Lavish names and personalisation have always been a crucial part of hip-hop culture, which also elevated the innovative designer, Dapper Dan in the 80s and early 90s. His original take on luxury clothing appealed to a market that was heavily underestimated, misrepresented and had not been tapped into by mainstream media. Dan’s boutique in New York was forced to shut down in 1992 after numerous luxury brands filed a lawsuit for logo use without permission. Fast-forward 25 years, hip-hop and ‘street’ culture is not just represented within the mainstream but has become the cultural driver of this generation. Gucci seizes their chance to benefit from this and collaborates with Dapper Dan in 2017 to release an 80s hip-hop styled collection that includes oversized logos and monogram all-over prints on jackets, sweatshirts and more; resembling that of Dan’s original work. Going from being shut down for ideas that were once unconventional to being praised and hired for the same innovation and aesthetic.
Other luxury brands are also capitalising on this current trend, bringing back distinctive patterns, iconic graphic logos and appealing to a diverse demographic, ultimately adding financial value to their companies. Whilst technology becomes a such an accessible tool and intertwines all aspects of the creative arts and design; at times even dictating and promoting what trend is forecasted to erupt next, brands have increased their social media presence in recent times, keeping an eye out on what is enticing to the consumer of today.
Fendi has used the 80s breakdance culture to promote this new line of sneakers, but their brands campaign over the past couple of years that see them revamp their use of the Zucca all over prints on their clothing and accessories has helped them regain popularity and recognition within the new generation of fashion consumers. With all that’s said, has this been done out of love for the culture or love of financial exploitation?
*Written by Ali Twice
