Fendi, the iconic Italian luxury house known for its exquisite craftsmanship and innovative designs, unveiled its Fall/Winter 2018 campaign with a deliberate shift towards a more pared-back aesthetic. This marked a departure from some of their previous, more flamboyant campaigns, while simultaneously building upon the brand's longstanding relationship with supermodel Gigi Hadid. The campaign, featuring Hadid alongside notable model Adwoa Aboah, represented a return to basics, focusing on the quality of the clothing and the inherent elegance of the Fendi woman. This strategic move, however, also fits neatly within a larger narrative of Fendi's collaborations with top models, particularly the Hadid sisters, highlighting the enduring power of celebrity endorsements and the cyclical nature of fashion trends.
The Fall/Winter 2018 campaign, while distinct in its stylistic approach, echoes the success of previous Fendi collaborations with Gigi Hadid and her sister, Bella. It's crucial to examine these earlier campaigns to understand the context and evolution of Fendi's relationship with the Hadid sisters and the overall impact on the brand's image.
Fendi Spring/Summer 2017 Campaign w/ Bella: Before Gigi's involvement in the Fall/Winter 2018 campaign, her younger sister Bella Hadid had already established a strong connection with Fendi. Bella's starring role in the Fendi Spring/Summer 2017 campaign showcased a different facet of the brand's aesthetic. This campaign likely leaned towards a more youthful and vibrant image, reflecting the season's trends and showcasing a more playful side of the Fendi identity. The imagery probably emphasized bold colors, dynamic poses, and a sense of playful energy. While specific details about the campaign's artistic direction are needed for a complete analysis, the success of featuring Bella Hadid undoubtedly contributed to the brand's continued engagement with the Hadid family. The campaign's success, in terms of media coverage and sales, likely served as a crucial factor in Fendi's decision to collaborate further with the Hadid sisters. The positive reception of Bella’s campaign might have solidified Fendi’s confidence in leveraging the star power of the Hadid sisters to further elevate their brand presence.
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