There are few luxury brands that haven’t given a nod to the wave of logomania that has swept through fashion over the past year or two, as a new generation rediscovers the ’90s obsession with clothes and accessories emblazoned with house initials and instantly recognisable logos.
So when Hey Reilly, a British graphic artist whose work includes playful reconfigurations of world-famous brand identities, decided to create a mash-up using the logos of both Fendi and Fila and post it on Instagram, it caught the attention of the former’s creative director, Silvia Venturini Fendi, who then invited him to work on the menswear autumn/winter collection.
Now, after also collaborating on the womenswear show, the pair have teamed up again to create Fendi Mania, a capsule collection devoted to new interpretations of the house logo for women, men and children. The collection includes Hey Reilly’s original Fendi Mania logo, which appears as a repeat pattern, sometimes combined with graphic stripes, in two colourways – red with blue or yellow with white – and is used on knits, dresses, sporty jackets and on bags, including a sumptuous new crocodile tote (£27,000).
There is witty and ironic spirit throughout the collection, with a youthful street-style influence: a boiler suit (£2,490) in neoprene is covered entirely in the classic FF logo, which was originally designed by Karl Lagerfeld in 1965. Meanwhile, a supersize reversible puffa jacket can be paired with neoprene logo track pants (both price on application). There are also off-the-shoulder stretch dresses (£1,450), bra tops and leggings with either a logo waistband (£690) or an all-over logo (£950), which are aimed at the brand’s younger fans.
There’s a touch of Western style in the collection, too, including fringing on leather bomber jackets and bags, stars juxtaposed with logos, dark denim blazers and cowboy boots. The brand’s famous Baguette bag (£4,150) is reworked in red, white and blue with an all-over logo and beaded fringing.
Women will no doubt be cherry-picking from the men’s range, with its more subdued take on sporty puffas, jackets, knits and dark denim; the collection includes leather logo baseball caps (£290), a white leather bum-bag (£850) combining both logos and a navy-blue jersey tracksuit (£1,750) with old-school appeal.
The collection launches on 16 October and will be available exclusively in Fendi flagship stores before being sold at additional Fendi stockists.