Fendi Plays With Puppetry
Established in Rome by Adele and Edoardo Fendi in 1925, the House of Fendi started with a handbag shop and fur workshop. Soon, having gained popularity and acclaim internationally, Fendi became known for its elegance, craftsmanship, innovation and style. In 1965, the collaboration with Karl Lagerfeld began, and still continues today.
The Italian luxury fashion brand has conceptualised its Fall/Winter 2015-’16 advertising campaign to pay homage to Sophie Taueber-Arp (a Swiss artist, painter, sculptor and dancer). Titled ‘Arty Puppets’, it brings the images to life through life-size depictions of her sculptures and puppets. The playful and ironic tones, an aspect that Fendi often carries, form a delicious contrast to the firmness and rigour of the collection itself.
Created in 1918, these puppets were part of the tragicomic story Il Re Cervo (The Stag King). Taeuber-Arp’s artistic outlook matches Fendi’s DNA and values which are found in this collection. In her works of geometric abstraction, she developed varied compositions based on the horizontal and vertical arrangement of the square and the rectangle.
Head designer and creative director of Fendi, Karl Lagerfeld, has this to say about the collection: “For the Fendi Fall/Winter 2015-’16 advertising campaign, I was inspired by the incredible Swiss artist Sophie Taeuber-Arp. Her works are so modern and graphic, exactly as Fendi is about for next fall: very luxurious, but at the same time highly contemporary and very clear.”
Today, two of the world’s most sought-after models, Kendall Jenner and Lily Donaldson, have portrayed the spirit of the line and are shot playing with Taeuber-Arp’s puppets in seductive and strong poses. Pure eclecticism and luxury is evident with a fusion of avant-garde experimentation and master artisanship in Fendi’s iconic Peekaboo and By The Way handbags; the 3Jours and 3Baguette Chain add to its glamour quotient.