This Tuesday (17), Fendi kicked off the highly anticipated Milan Fashion Week with a collection that not only redefines elegance but also pays tribute to its storied heritage. As the brand approaches its centennial in 2025, creative director Kim Jones delves into Fendi’s rich history, drawing inspiration from its founding year, 1925, and the roots of the modernism that has long defined the label. The result is a bold yet delicate vision for Summer 2025, blending earthy tones, intricate embroidery, and fringes—a trend already making waves this season.
Photos Disclosure Fendi - Getty
In a minimalist setting, with a giant cube at its center, the runway was graced by icons like Anok Yai and Mona Tougaard, who showcased Jones’ ultra-delicate pieces that combine the sophistication of high fashion with the comfort of home. These garments tell a deeper story, weaving together past and present through fashion’s lens.
Photos Disclosure Fendi - Getty
A Tribute to 1925: Fendi’s Centennial Vision
"To celebrate 100 years of Fendi, I looked back to 1925, its founding year, to explore the roots of the modernism that has always defined the label," said Jones. "The foundations of how women dress today and, in many ways, how we think, are in the 1920s. It's about modernity in style and attitude. There's modernism in dress, design, decoration, and thought; and we approached the collection with these things in mind, as an amalgam of epochs, moods, and techniques—then and now."
Fendi | Milan | Summer 2025 — Photo: Launchmetrics Spotlight
Art deco influences, fringes, tubular dresses, and low-waist silhouettes directly connect to the “Roaring Twenties,” blending seamlessly with transparency and shimmering fabrics. This nod to Fendi's early years speaks to the timelessness of modernity and its evolution, as the collection reinterprets the DNA of the brand for a contemporary audience.
Intimacy and Family Legacy: Fendi’s Roman Roots
Fendi | Milan | Summer 2025 — Photos: Launchmetrics Spotlight
In addition to modernism, Jones drew inspiration from the intimate family dynamics that have always been at the heart of Fendi. The narration of the show featured a conversation between Anna and Silvia Fendi, reflecting on the legacy of their matriarch, Adele, the mother of Anna and founder of the house. "Obstinate as she was, she dreamed of opening her own boutique. She was a woman ahead of her time. For her, beauty was a goal from childhood," the Fendi heiresses shared as models glided down the runway. This personal connection translated into the design, where comfort meets luxury in suede robe-like dresses, intimate lingerie-inspired pieces, and romantic tones.
A Modern Masterpiece with Couture Techniques
Jones pushed the boundaries of craftsmanship in this collection, elevating everyday pieces to the realm of haute couture. Tubular dresses, shirts, and t-shirts received an ultra-sophisticated treatment with hand-embroidered details, proving that modernism is not just about simplicity, but also about intricate mastery.
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