Pinnies on please, as Fendi invites guest into their bustling Italian factory for SS24.

On Thursday evening, Italian design house Fendi debuted their SS24 collection in their new Tuscan atelier, with factory workers tweaking away in the backdrop. As an ode to the craftspeople behind the scenes, and imbued with a sense of playfulness, the team delivered a collection infused with elements of traditional workwear. Over the rattling of sewing machines, blue-collar-dressed models stormed the stage to a booming techno beat.


Instead of looking outwards for inspiration this season, Silvia Venturini Fendi began to search closer to home – into her own workspace. This resulted in the fusion of heritage high-fashion and workwear, which saw oversized painter shirts and mesh vests sported alongside fully-equipped utility belts and leather aprons. A measuring tape was slung around one model’s shoulders and FF-monogrammed tool bags were seeded throughout, alluding to the humble factory worker.


Meanwhile, loose ties, coffee cup accessories, and briefcases moved into office wear territory – though still retained the elegant, neutral colour palette of Fendi’s signature camel, sage, brown and cream. 


Ever-polarising pairs of Crocs were juxtaposed with elements of the Tuscan environment. Floral embroidery and tree bark textures paid homage to the Italian landscape. Fendi recruited Japanese architect Kengo Kuma to collaborate on the accessories, which involved reimagining the Baguette and Peekaboo bags using natural materials.


In a final display of respect for the people who bring her own and Kim Jones’ work to life, Venturini Fendi brought the atelier workers to break from their stations and walk the rows alongside her. 


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