- Robyn Turk |
Fendi introduced a collaboration with Fila last night, resulting in a capsule collection and multiple launch parties that takes the growing graphic brand logo trend over the top. The collection is aptly called “Fendi Mania” and every item is covered in the Fendi/Fila blended logo design created by artist Hey Reilly.
The collection itself is a sportswear-inspired line, offering items across womenswear, menswear and childrenswear. The athleisure trend is quickly gaining momentum and profits, representing at least 22 percent of the apparel industry’s total sales, and Fendi is using this capsule collaboration as a way to plant roots in the trend. If plastering brand logos across expensive athleisure clothing isn’t enough to gain consumer attention, Fendi launched the “Fendi Mania” line with a collection of one-night only events across nine cities globally. Each party was filled with celebrities and influencers sporting their own “Fendi Mania” items.
The New York event took place at the brand’s flagship on Madison Avenue and was attended by Chloe Sevigny, Ansel Elgort and Olivia Palermo, and Joe Jonas, the Haim sisters and Awkwafina in LA.