The ad campaign for Fendi’s Spring/Summer 2022 collection is a celebration of playful irreverence and empowered femininity, an echo of bright colors, and an enchanting atmosphere. Creatively directed by Ronnie Cooke Newhouse and Karl Bolander, and shot by Craig McDean, the visuals and video reflect the same aesthetic that characterizes the collection designed by Kim Jones, along with Silvia Venturini Fendi, artistic director of menswear and accessories, and Delfina Delettrez Fendi, artistic director of jewelry.
Vittoria Ceretti, Yilan Hua, Barbara Valente, Rianne Van Rompaey, and Anok Yai are the five models who bring the campaign to life, which is photographed in the studio in a fun and relaxed mood. They are captured together, in pairs or alone against graphic backgrounds, in cool hues that fade to blue or solid red cloud shapes.
Inspiration comes from a hand-sketched logo by fashion illustrator and visionary Antonio López, drawing on the artist’s liberated sensibility and Studio 54 environment found in the Fendi archives. From this starting point, a collection was born that represents a modern perspective on the greatest moments of the disco era and highlights the diverse and powerful femininity that underlines the Fendi name.
The firm’s looks share a common vision, drawn from The Estate and Archive of Antonio López and Juan Ramos: an elegant abstraction of López’s gestural brushwork and figurative drawings appear on shirting and leather inlays, while that same handwritten Fendi logo emerges in caramel-colored diagonal stripes. Fendi’s iconic bags become canvases for both his work and the renowned savoir-faire of the in-house atelier, transforming into graphic works of art.