Remember when Fendi rewrote its history in 2017? Already in the late stages of its own renaissance – which saw the legendary Italian fashion house embracing the youthquake that was rumbling up the fashion ladder from the streets – it solidified the change by shedding its skin. Formerly, its dual “FF” logo meant “Fun Fur”, but at its Fall/Winter 2017 show, the Fs took on new meaning: “Feminine Fendi”. Now, “FF” enjoys fluid interpretations with each passing season, proving that the brand has moved well beyond a static identity to embrace change.
Following its ‘FF Reloaded’ and ‘Fendi Mania’ collections, the FF Series continues with the new ‘Roma Amor’ drop, which once again seeks to rewrite the house’s identity and proves that Fendi’s revamped outlook is more covetable than ever. With ‘Roma Amor’, “FF” might as well mean “Fluorescent Fendi”. On a night out, when it’s easy to get tunnel vision as the dance floor pulses and the beat crescendos before it drops, this street-smart collection means never getting lost in the crowd. Punctuated by liquid metallic effects, fluo hues, and electrifying graphics, it is the wardrobe of a night owl, a shape-shifter, an ever-morphing, never-slowing blur of youth, music, and unadulterated joy.
The story of ‘Roma Amor’ is told by the region’s coolest cool kids – read: Rania Fawaz, Lamia Dahmash, Parvané Barret, Dima Al Sheikhly, Khalil Dahmash, and Varun Khemaney. They are the youthquake incarnate, tasked with interpreting Fendi’s new fluorescent codes by styling themselves for this mind-melting shoot. With astonishing double-exposure techniques, photographer Mohammad Murad brings a sense of life-in-motion to the late night scene. Adopt the “FF” lifestyle and find the Fendi ‘Roma Amor’ drop locally at Mall of the Emirates in Dubai and The Avenues in Kuwait City, and online at fendi.com.
Photographer Mohammad Murad Editor-in-Chief Haleh Nia Fashion Director Grace Gordon Head of Production Maya Itani Junior Producer Maria Popova Makeup & Hair Artist Lina Dahlbeck and Maria Doyle at MMG Models Rania Fawaz, Lamia Dahmash, Parvane Barret, Dima Sheikhly, Khalil Dahmash, Varun Khemaney