Fendace

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TABLE OF CONTENTS

About Fendi
About Versace
About Fendace and collab statement
What do the Fendace collections look like?
What does the Fendace campaign look like?
Where can one buy the Fendace collections?
When will the Fendace collections be available for purchase?
Fendace lookbook
Price range and Marketing 4Ps
Target audience and Collection Review
Brochure inspiration
Brochure exploration
Font and Colour Palette of Brochure
Prototype and final Brochure
MOODBOARD
1925 1946 1992 1985
The Fendi house is Edoardo Fendi dies Silvia Venturini Fendi, a third Fendi opens its first US
founded by Adele and leaving the generation member of the Fendi store, on New York’s Fifth
Edoardo Fendi in business to Adele family, joins the house as Karl Avenue, to mark its 60th
Rome. and their five Lagerfeld’s second in command. anniversary.
daughters.

1926 1965 1980S


The first Fendi Fendi welcomed Karl Lagerfeld Its a hugely lucrative
handbag boutique and to the brand. It was during his decade for Fendi and
fur workshop opened. tenure as creative director that designs uniforms for the
the signature double "F" motif Rome police department
was created — which actually and launches fragrances
stands for Fun Furs. for men.
1997 2007 2020
One of Silvia Venturini Fendi’s Fendi makes history by staging Kim Jones, also creative director
greatest hits, the Fendi the only fashion show viewable of Dior Men, is appointed Artistic
Baguette, debuts. A celebrity from space on the Great Wall Director of Haute Couture,
favourite and one of the early of China. The show featured 88 Ready-To-Wear and Fur
‘It’ bags, it is still one of the models and 88 metres of Collections for women, finally
brand's best sellers. catwalk . replacing the late Karl Lagerfeld.

1999 2015 2021


LVMH and Prada struck a deal to Lagerfeld celebrates his 50th Creative directors of 2 of the largest luxury
acquire Fendi putting LVMH's anniversary at Fendi by holding a brands in the world, are celebrating their
chairman and Prada chairman in controversial Haute Fourrure friendship through a Versace x Fendi
charge. However, management of show dedicated to the house’s collaboration called Fendace, The Swap. The
the Fendi brand remained with history with fur, which included dynamic duo first premiered the collection
the third-generation Fendi sisters. a million-dollar fur coat. during Milan Fashion Week in September 2021.
MOODBOARD
FORECAST BOARD
1978 1991 1997 2012
Gianni Versace founds his Versace opens its first The fashion world is shaken by Versace returns to
fashion house in Milan and boutique outside Italy in the murder of Gianni Versce Haute Couture week
opens his first boutique on Glasgow, Scotland. It now outside his Miami mansion by after an eight-year
the Via della Spiga. operates more than 1,500 Andrew Cunanan. hiatus.
boutiques worldwide.

1982 1994 2011


After finding immediate Elizabeth Hurley wear a Versace Versace becomes the
success with his womenswear safety pin dress to the premiere of latest in a long line of high
collections, Gianni expands Four Weddings and a Funeral. The fashion houses to create a
the Versace brand to include design causes such a stir it is still collection for H&M.
accessories, furnishings and known as ‘That Dress’.
tableware.
2014 2016 2021
The Blackstone private equity Jonathan Akeroyd is Creative directors of 2 of the largest luxury
group acquires 20% of Versace. announced as CEO of the brands in the world, are celebrating their
Donatella Versace, Santo Versace Versace Group. friendship through a Versace x Fendi
and Allegra Versace Beck retain collaboration called Fendace, The Swap. The
key roles in the running of the dynamic duo first premiered the collection
brand. during Milan Fashion Week in September 2021.

2015 2018
The second Palazzo Versace Versace is acquired in its
opens in Dubai. entirety by Group Michael Kors
for $2.12 billion.
FENDACE: THE FIRST SWAP IN THE FASHION INDUSTRY
calling it a collaboration wont be fair

The collection was presented in Milan and it’s a promise we are back to the
nightlife – bit is it contemporary?
Versace delivers Fendi, Kim Jones, the codes of Donatella
Fendi by Versace – Versace by Fendi: the ‘Fendace’ collection
It was an experiment rather than a simple collaboration in mutual trust and
friendship.
Kim Jones creative director of Fendi stated

"It's a swap rather than a collaboration and, most of all, it is done


out of friendship. It is the beauty of togetherness after time apart and
a celebration of women who have inspired me so much."

Donatella Versace, Chief Creative Officer at Versace, agreed with


Jones in her own statement.

"The campaign captures the same sense of friendship and energy we


had when we were designing the collection. Kim is a visionary
designer and innovator. To me, Fendace will always mean love."
WHAT DO THE FENDACE COLLECTIONS LOOK LIKE?

Exuding bold styles and statement colors, the ‘Fendace’ collection brings to
life a collective retaining both the brands’ classic design cues. Versace
embodied the sexy aesthetic by using chain mail with lace and plastering
crystal-encrusted F’s, ’70s-inspired denim pantsuits, and shimmery gowns.
Aside from apparel, the collection features handbags like the reimagined
Peekaboo, chunky golden Trigreca sneakers, heels, belts, oversized hoodies
for men, figure-hugging bodysuits, hats, scarves, and sunglasses, among
other accessories.
WHAT DOES THE FENDACE
CAMPAIGN LOOK LIKE?

Versace and Fendi’s collections were presented in


two campaigns that enlisted another lengthy list of
models, such as Campbell, Kristen McMenamy, Anja
Rubik, Anok Yai, Imaan Hammam and Lina Zhang.
The campaigns were photographed Steven Meisel
and filmmaker Alec Maxwell, will be presented
across two celebratory videos, each capturing a
cast of supermodels.
WHERE CAN ONE BUY THE FENDACE
COLLECTIONS?
The full “Versace by Fendi” and “Fendi by Versace” collections will be available at a
series of global pop-ups located in New York City, Los Angeles, London, Paris,
Tokyo, Osaka, Shenyang, Kuwait and Dubai.
The collections will also partially be available for purchase at Fendi and Versace
websites and retail boutiques. Versace stores will offer pieces from the “Fendi by
Versace” collection, while Fendi stores will offer styles from the “Versace by Fendi”
collection.
WHEN WILL THE FENDACE COLLECTIONS
BE AVAILABLE FOR PURCHASE?

The entire Fendace collaboration is available for purchase, with some pop-ups
open. The Fendace New York and Los Angeles pop-ups are open until June 19
and Paris’ pop-up is open until June 12. The Osaka pop-up is open until May 17,
the Dubai and Kuwait pop-ups are open until May 21, the Shenyang pop-up is
open until May 29, the London pop-up is open until May 30 and the Tokyo pop-
up is open until May 31.
Created with full access to the archives of each fashion house,
Fendance comprises fifty looks. Twenty-five for each house – split up
into two sections; the first being Versace by Fendi and the second
Fendi by Versace. A marriage that weighs in on logos, motifs, design
codes, and iconography. Fendace comes off looking more Versace
than Fendi, with Fendi’s FF partly unable to stand out as much as
Versace’s baroque stylings, which are louder.
FENDACE LOOKBOOK
WHAT IS THE PRICE RANGE OF THE
FENDACE COLLECTIONS?
\

The “Versace by Fendi” collection ranges in price from $195 for a


pair of logo-bearing socks to $32,000 for a silk bomber jacket.
The “Fendi by Versace” collection ranges in price also from $195
for a pair of logo-bearing socks to $38,975 for a metal mesh
maxidress.
MARKETING 4PS
As a high end luxury brand collaboration, this Versace and Fendi has placed itself in the
collection has bold ‘70s-inspired with loud, premium section targeting high end segment
emotive prints and colours as well as playful of the society.Both the brands attracts people
logoism andmbellishments. Aside from apparel, with urban style lifestyle and people with high
the collection features handbags like the purchasing power. Versace and Fendi and so
reimagined Peekaboo, chunky golden Trigreca as their collar provides exclusivity in its
sneakers, heels, belts, oversized hoodies for products and hence are charged with high
men, figure-hugging bodysuits, hats, scarves, prices. This type of marketing mix pricing
and sunglasses. strategy is called premium pricing.

Product Price
MARKETING 4PS
The dynamic duo first premiered the collection
The entire Fendace collaboration is available for during Milan Fashion Week in September 2021.
purchase on some pop-up stores. The whole Fendace is about the need for sincerity in
‘Versace by Fendi’ and ‘Fendi by Versace’ fashion today rather than strategy, aimed to
collections will be available at a series of global connect to the growing Gen-Z luxury consumer.
pop-ups located in New York City, Los Angeles, Models like Kristen McMenamy, Kate Moss,
London, Paris, Tokyo, Osaka, Shenyang, Kuwait, Amber Valetta, Shalom Harlow, Precious Lee,
and Dubai. In addition, Fendace co-branded Naomi Campbell and Gigi Hadid; they all paid
looks will be available for sale from both fashion homage to the party-dwelling It-girl in a dark
houses. atmosphere to make the dazzling pop.

Place Promotion
COLLECTION REVIEW
Even as Milan Fashion Week had kicked off, the mostly widely known ‘secret’ was
already tickling anticipation: there would be a collaborative by Versace and
Fendi.The different patterns and styles created a collection like no one has ever
seen before.It was interesting to see the different outlooks each designer had on
the brands. While Fendi focused on colorful print designs, Versace focused more
on details, bodycon dresses and current fashion trends.
While some might decry the event as a marketing exercise, Fendace will
nonetheless be remembered as one of the great fashion moments in the sartorial
history books.
TARGET AUDIENCE

Age=20 - 40
Aimed to connect to the growing Gen-Z luxury consumer.
The two-part collection played on the strengths and
iconographies of each house, a formula aimed at a Tik Tok
audience.
College/ grad students who are potential brand loyalists for
(SL)
INSPIRATION
EXPLORATION
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BROCHURE MOCKUP
FONTS

For headings and important text this font is


Montserrat Semi-Bold : used. It is great for creating a simple and clean-
looking web design. As a sans serif typeface,
Montserrat has high readability.

Garet : For the text I used garet. It derives its distinctive


oval shapes from the optically perfect circle and
has closed counters to further emphasize that
form.
COLOUR PALETTE
: Gold is a positive and powerful colour. The color gold is the color of
extravagance, wealth, and riches. Fendi and Versace revolves around the
colour gold.

: Black's color meaning is symbolic of mystery, power, elegance, and


sophistication. Combination of gold and black gives a very rich aura.

: Pink evokes notions of sensitivity, femininity, sweetness, and romance. Hot


pink, however, inclines more to a aggressive and rebellious sentiment. This
color is often seen in the collection.

: Light blue is a peaceful, calming color. It is associated with trustworthiness


and reliability. Light blue's gentle appearance means it is particularly likely to
make that impression.

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