Mania is the rather fitting public response to the renaissance currently occurring at Italian fashion house Fendi. And today’s iteration of Fendi? An edgy streetwear collection entitled ‘Fendi Mania’ inspired by the Fila “F” that everyone from elite fashionistas to street-style aficionados adore. The origin story behind the collection is as cool and unexpected as the garments themselves. It’s a tale of art, pop culture, and fashion meeting – but with a social media twist. Enter: @hey_reilly.
Through its “brandalising” work, this Instagram account has gained notoriety for repurposing designer logos that were eventually noticed by Fendi. Shots of Karl Lagerfeld and Sylvia Fendi intertwined with the Fendi logo are just the right amount of tongue-in-cheek humor and disruptive viral campaign marketing that can only come from a nonpartisan creative like Hey Reilly. Noticing the impact of the images, Fendi saw it only fitting to invite the artist to design a streetwear and womenswear collection that debuted on the Fall/Winter 2018 runway and now in the ‘Fendi Mania’ capsule collection. The rest, as they say, is history.
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I’m beyond flattered, I’m stunned, I’m utterly delighted, I’m… I’m … just so happy that some of my work – that was made in the spirit of fun for lols likes and sharing – should end up in the real world being seen by Karl Lagerfeld let alone made part of the @fendi collection. So I would like to thank Karl his team and everyone at @fendi for their generosity of spirit sense of humour and sheer panache for including a small part of my work in a small part of their collection. Love you guys forever ❤️ #fendi #family
The launch is more than just a move towards a more edgy image for Fendi – it also marks the opening of its new store at The Avenues in Kuwait. Model-activist Adwoa Aboah was tapped to star in the video shot in the streets of New York, which was shared exclusively with Savoir Flair. Watch it here before taking in the latest Fendi collection in the gallery, below.