Go F yourself
Fendi brings back logo-mania
Words: Damien Woolnough
28th June 2018
While most of the mutterings at the menswear shows have centred on Kim Jones’ brilliant debut at Dior Homme and Virgil Abloh’s street-inspired Louis Vuitton collection, the real F-ing action is at Fendi.
The Italian fashion house is slowly stamping itself on the menswear scene with a liberal use of their FF logo.
The Fendi/Fiend collection for spring 2019 was about duality
"Anagramming to make opposites collide," the show notes suggested. “Fiend as little demon, but also as aficionado. Amor as love. Tiny demons and FF-forked snakes, cards and dice multiply over the surfaces, propelled by Nico Vascellari."
For us it’s purely about the return of '90s logo-mania. Stealth wealth is out and it’s time to shout from the rooftops where your purchased your products.
While this collection is months away we suggest jumping onto the trend now with the Fendi logo-belt. Keep it beside your double G Gucci strap and work your way up to the whole alphabet.
"Yin and Yang, darkness and light find their balance, in FF territory," the notes say. We will leave it up to you for what the FF stands for…