Have you ever found the dress of your dreams only to realize it doesn’t have pockets? Crushing, right? It’s a simple thing that makes such a huge difference in the overall utility of a piece. For as long as fashion has existed, women have only asked for one consideration: please include pockets. And yet, so few designers have listened. Well, it turns out Karl Lagerfeld and Silvia Venturini Fendi finally got the memo, and they delivered. In fact, they may have managed to go a little overboard with the pockets on their Spring/Summer 2019 collection. Not only were the rain jackets, coats, skirts, and dresses covered in pockets, but so were the accessories. Some of the accessories were utility belts made entirely out of, you guessed it, pockets.
In addition to a parade of pockets, Fendi also leaned into its logo, but wove it into the overall design of the entire collection, which made it seem like a cool accent to the clothes and accessories rather than a gauche status declaration. For example, an embossed white skirt featured Fendi’s intersecting double-F logo, arranged so that the letters fit together like puzzle pieces – quite a clever design.
The entire collection managed to ooze sophistication and practicality at the same time. On the bougie side, Fendi presented leather dresses with cummerbund/crumb-catcher bodices, shaved fur bombers, perforated plissé skirts, separates embroidered with parrot patterns, and even a full fur dress with geometric pattern work. On the relaxed side, there were plastic raincoats trimmed in leather, orange hippie kaftans, baggy denim separates, Western jackets (like something you’d find at a market in Santa Fe), bike shorts, and sporty bras worn beneath smart jackets.
With Fendi steadily moving its aesthetic away from the mature and toward the millennial, it has done a bang-up job of figuring out how to capture a younger demographic.
With Fendi steadily moving its aesthetic away from the mature and toward the millennial, it has done a bang-up job of figuring out how to capture a younger demographic. Logo-ed surfaces were a big part of that – a quick scroll through any influencer’s Instagram feed will support that thesis – and so was its move away from heavy doses of fur. This collection, with all of its luxury sportswear offerings and Instagram-famous faces, is more proof that Fendi is courting the kids. Viewing the brand through this lens, it makes sense why it has chosen this moment to resurrect its famous ‘Baguette’ bag, which was the “It” bag of the late 90s and early aughts. If you were young and hip, you carried a Fendi ‘Baguette’. Now it’s back, in larger shapes, denim fabrications, and logo-decorated surfaces. Fashion, with all of its ultra-compressed seasons, is still cyclical.