THE BOYZ' Juyeon, Luo Yizhou And Elevated Workwear At Fendi Men's Spring/Summer 2024
A collection honouring the best and brightest of Fendi's artisans
Fendi wants you to get to work. As if the factory setting wasn’t enough, the Italian brand paid homage to its hard-working, Tuscan roots this Milan Fashion Week with their Men’s Spring/Summer 2024 show at the newly-opened Fendi Factory, with artisans hard at work throughout the show. Tool belts and work aprons were there to make a statement; fashion is as much about the process as the result.
It was obvious from the get-go that creative director Silvia Venturini Fendi hoped to shine the spotlight on the clothes rather than the celebrities wearing them, though that didn't stop throngs of fans from crowding outside the venue to get a glimpse of stars like Juyeon from K-pop group The Boyz. But the stars themselves sat attentively front row, surrounded by Fendi staff going about their daily business. The collection shined with the fruits of their labour - fine leathers, pristinely-moulded shoe soles, pieces made out of woven mink.
The narrative was clear here, calling back to Fendi's earliest days as a small, humble shop founded by Silvia's grandmother Adele. But none of this felt staged or showy at all; rather, the authenticity and artistry of Fendi's artisans earned front-row guests and viewers worldwide a hard-won sneak peek inside the brand's universe. One could feel the energy radiating off the bright smiles and youthful energy of artisans bustling down the runway during the finale; this, in classic Italian fashion, is what a family looks like.
And if the lab-like venue tells us anything, Fendi craftsmanship also marks the future of fashion. Old world origins meet new world technology - that's the Fendi formula. Scroll ahead to see all the looks from the Fendi Men's Spring/Summer 2024 collection.
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