Trend Alert: Logomania The FENDI Way
12 April 2018

Trend Alert: Logomania The FENDI Way

Last month, I did a story on “The Return of Vintage Monograms”. Well, guess what? You’d better get used to seeing monograms around, because they’re here to stay. Apart from brands like Dior and Gucci, which have gone Logo Loco, FENDI, too, has done the same. And no, I’m not talking about the new F is Fendi logo with the diagonally inverted F encased in a circle; I’m referring to the signature FF Zucca monogram that was created by Karl Lagerfeld back in 1965. Man, it certainly feels like it’s the 90s all over again with all this Logomania that has returned with a vengeance.

Fendi SS18 Zucca Bags Runway

We first caught wind of FENDI’s subtle infiltration of the monogram in their Spring/Summer 18 runway show. While the SS18 collection is one that’s dominated by stripes, Karl and Silvia managed to sneak in a few pieces with the Fendi monogram: a jacket, a sheer Zucca dress with a striped button-up shirt worn over it, and a coat towards the end, and that was it. It’s no wonder that we get the feeling as if we saw the monogram, but yet not quite either (see top pic for illustration). On the other hand, the bags and accessories reflected the monogram’s revival more clearly (remember that Space Monkey charm that you see in the middle?)… or so we thought.

Fendi x Net-a-Porter FF Capsule Collection SS18

What we didn’t see on the runway, however, has manifested into an FF Capsule Collection for SS18. Not only do we see the logo in its tobacco-hued glory, but also in a more graphic black and white variation. Expect to see the whole shebang, including ready-to-wear, bags, accessories, and shoes, including some Net-a-Porter only exclusives.

Fendi FW18 FF Monogram Zucca Runway Looks

Fast forward to the upcoming Fall/Winter 18 season, and we begin to realise it wasn’t just an isolated incident, because lo and behold, there were actually full monogrammed looks that came down the runway. Perhaps SS18 was Karl’s way of preparing us for the invasion of Logomania, and paving the way of what’s to come, because by FW18, it’s apparent that this “operation” is well and truly here to stay.


Images via Vogue Runway