As the creative director of menswear and accessories at Fendi for nearly two decades, Silvia Venturini Fendi has led the Italian fashion house to many firsts. This includes winning the Fashion Group International award for accessories back in 2000, and, more recently, collaborating with an Asian artist for a capsule collection. The only Fendi family member working at the label tells Men’s Folio more about her creative process, giving us an exclusive insight into how she has helped kept the historic brand relevant throughout the years.
What’s the story behind the Fendi Fall/Winter 2017 collection?
The collection is a very optimistic take on the future. There are constantly so many changes happening, and things are moving faster and faster in the world, and that is why I think that we must evolve and have an optimistic attitude that can help us face challenges and the future.
How did the concept of Fendi vocabulary come about?
We need to look forward, but without forgetting fundamental values like trust, friendship, love and hope. That is why I have chosen to use and print universal key words, inspired by (late American novelist and journalist) Ernest Hemingway, on our clothes, bags and accessories.
You also reworked the Fendi logo in this collection.
We worked with the word “Fendi” and the Fendi logo just because of how symbolic and important they are to us. We aren’t just looking a simple word or a brand logo: they represent the history and values of a Maison that is almost 100 years old. I also liked the idea of giving the logo a fun twist by playing with key phrases – Love Fendi, Think Fendi, Listen Fendi – as if they were modern hashtags. They’re all part of the vocabulary!
Read the full interview in our September issue, out now.