The past year has proven one ubiquitous fashion truth — all things over become new again. Logo-mania, once entrenched in the excess of the 90s, has since returned with a vengeance this season. The revival of the style du jour has left fashion brands scouring their archives and churning out products embellished with monogram prints and logos, to feed the voracious appetite of fashion-hungry millennials. Designer brands like Fendi and Gucci are the crux of this logo craze, with their models garbed in flashy logos and bold prints storming the runway in the recent fall/winter 2018 fashion week. As with every recurring trend, the new generation took a spin on the logo craze and developed it into an in-your-face sartorial fashion statement summed up with bold visuals and mutated logos.
In the heat of this season, athleisure brands have also hopped on the bandwagon. The fall/winter 2018 Fendi runway show revealed a team up between Fila and Fendi in the latest release of Fendi’s Fila-inspired capsule collection: Fendi Mania. The logo of this ready-to-wear collection is the brainchild of Scottish artist Hey Reilly (@hey_reilly), which reads ‘Fendi’ with the integration of Fila’s unmistakable ‘F’ typography. The idea for the collection was first sparked off when Reilly uploaded a mash-up of the Fila and Fendi logo as part of his personal project which caught the attention of the creative director of Fendi, Silvia Venturini Fendi.
Just like the Fendi Mania logo, be sure to expect a luxury-meets-sporty collection catered for men, women, and children (ages 3-12) alike. The expansive collection features oversized sweatshirts, garish leggings, and platform sneakers with the spliced logo splashed across every item. With street style endorsements from big-name celebrities like the Hadid sisters and the Kardashians, Fendi has successfully made a comeback with their popularity with the #FendiMania hashtag potentially reaching more than 168.7 million people when it was first officially launched in stores, and garnered 1.5k Instagram posts and 1.8 million views — all within the same day.
A-list celebrities and socialites were invited to celebrate Fendi’s massive collection, with nine special launch parties set in seven locations all over the world in Tokyo, Hong Kong, Shanghai, Paris, Kuwait, London, New York, Moscow and Los Angeles. The transatlantic parties attracted stars like Ansel Elgort and Awkwafina, who graced Fendi’s Madison Avenue store, accessorized in logocentric pieces from the collection.
Crazy Rich Asians star Awkwafina was donned in a logo-heavy Fendi Mania Slip dress along with a Fendi Mania mini bag at the launch party.
In the hype of the Fendi Mania storm stirring up the fashion industry, Stranger Things star, Noah Schnapp, was spotted through the #FendiMania hashtag on his Instagram, casually rocking the Fendi Mania Embroidered Logo cotton tee.
Winnie Harlow, one of the newest Victoria Secret angel, also expressed her fondness for Fendi Mania over social media by posting six Instagram posts just in the past week, donned in outfits from the Fendi Mania collection.
Also spotted with her beau Wiz Khalifa, making it Harlow’s most liked photo on Instagram.
On the other side of the globe, the #FendiMania craze continues. Japanese comedian and designer Naomi Watanabe was spotted at the Fendi Mania launch party in Tokyo’s Ginza Six.
Taiwanese actress Jolin Tsai also attended the launch at Landmark Atrium’s, in a quirky pairing of Fendi Mania ensembles.
With these advertisements from the world’s biggest stars almost dominating Instagram in the past week thanks to #FendiaMania, we are pretty certain that these pieces are flying off the shelves. Do make a trip down to the nearest Fendi stores to secure yourself a piece before they are gone forever!