Sarah Coleman Takes Fendi in a “New Direction” for Summer 2021


At the start of “season” in Miami, Silvia Venturini Fendi, house creative director, tapped New York City-based visual artist, Sarah Coleman to reinterpret the heritage tropes and classical savoir-faire of the Fendi house. Coming off a summer of reupholstering folding chairs at Jimmy Choo’s East Hampton spot, wrapping pots of C.O. Bigelow in Goyard canvas, repurposing Prada Bananas and Flame prints for Gagosian, and thinking up a ‘no-rules’ coloring book with Colby Mugrabi, Coleman made her mark on Miami’s Design District Fendi boutique with that same highbrow paradoxical edge that is the spine of her work.

Today, as we lean into tempered lockdown orders and expectantly reemerge for the summer season, Venturini Fendi has again teamed with Coleman in pursuit of the tongue-in-cheek impishness built on the back of her art.

“My intention for the collection with Fendi was to be very playful and free,” said Coleman. “Silvia asked me to be ‘disruptive,’ to push the limits and get outside of the box.”

And so she has, capturing the errant joie de vivre of her work in the latest goings of Fendi’s Spring/Summer 2021 edit. Slated to hit stores May 13, it’s a reemergence of the house’s seminal FF ballad, reprinted and embossed with the warp and weft of 1970s psychedelia, becoming Coleman’s very own vertigo motif.

Revisiting brand archives in search of grails, she recalls: “The FF logo designed by Karl Lagerfeld is so timeless. It’s beautiful, it’s transformative, it just goes with every flow, which is why it has stood the test of time,” she continues. “There is nothing trendy about it. It is art, design, architecture, movement, all in one. It can be used in so many different ways, it can be played with, it can be changed, but at its core, it’s always this powerfully iconic print,“ she said.

    In singing yellows and blues apt for the tropics, Coleman’s FF Vertigo reimagines new iterations of the tentpole Baguette 1997 and Peekaboo ISeeU bags, now smaller and made for men. And holding true to the reliable ballads of ‘the outdoors’ post-pandemic, the capsule offers a limited run of otherwise less-memorable pieces: a tent, a vintage Polaroid camera, a bento box, and technical backpacks, all elevated in house iconography chez Coleman.

    While Silvia Fendi’s admiration for her partner’s mixed media work can be traced back to a June 2019 Instagram post, the brand’s work to redefine luxury as a confluence of art and culture, and to make inroads aways from the guarded insularity of fashion dates back over a century. As the many installments of their partnership carry on, we hope there’s a long tail of kitschy house tropes, reworked FF motifs, and painted Baguettes in our future.

    Shop the Summer 2021 capsule May 13 at


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