Fendi Mania sweeps town

The logomania of the ’90s is reinterpreted with sharp street style in this capsule collection

The collection features graphic artist Hey Reilly’s Fendi 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 bags
The collection features graphic artist Hey Reilly’s Fendi 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 bags

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.

The Mania collection includes a navy-blue jersey tracksuit with old-school appeal, £1,750
The Mania collection includes a navy-blue jersey tracksuit with old-school appeal, £1,750

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. 

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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).

The leather logo baseball cap, £290
The leather logo baseball cap, £290

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.

The men’s range is a more subdued take on sporty puffas, jackets, knits and dark denim. The white leather bum-bag, which combines Fendi and Fila logos, is £850
The men’s range is a more subdued take on sporty puffas, jackets, knits and dark denim. The white leather bum-bag, which combines Fendi and Fila logos, is £850

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.

Fendi’s Baguette bag is reworked in red, white and blue with an all-over logo and beaded fringing, £4,150
Fendi’s Baguette bag is reworked in red, white and blue with an all-over logo and beaded fringing, £4,150

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.

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The collection launches on 16 October and will be available exclusively in Fendi flagship stores before being sold at additional Fendi stockists. 

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