ITALIAN house Fendi unveils a new vibrant campaign featuring Spanish singer, actress, and songwriter Aitana.
With her signature dynamism, Aitana embodies the effortless summer spirit of the Summer 2025 collection and brings a fresh perspective to Maison’s iconic designs. The campaign unfolds as Aitana discovers a Peekaboo bag at her doorstep: the starting point of a playful exploration of the Summer 2025 Collection. Baguette, Sunshine Shopper and Peekaboo Soft bags appear throughout her home as she curiously wanders around, transforming her surroundings into a landscape of discovery.
Unable to resist the allure of the collection, she immersed herself in a bed of Fendi icons. Raffia, denim, and a coral bandana: together, the patterns and shapes of the Summer 2025 collection create a colourful interplay of craftsmanship and textures, embracing the house’s artistry as an extension of Aitana’s own creative expression. As the Maison celebrates its centenary year, the brand looks forward, reflecting on milestones and memories from across the decades.
Drawing upon the sun-drenched palette of a Roman summer and the exuberant sophistication of the Italian seaside, the collection elevates breezy fabrics and casual ensembles with cocooning shapes and nature-inspired embroideries.
Inspired by archival motifs that appear in Histoire d’Eau, the sculptural forms of red coral are a leitmotif throughout, appearing alone or intertwined with ornate bandana florals and giant underwater blooms. From coral red and sandy terracotta to seafoam, buttermilk, iced lemon and ocean blue, the colour card reveals irreverent expressions of the house by the sea.
by Chidozie Obasi