FENDI FW2014/15 ad campaign, named “Roman Arches”, is set in the iconic Palazzo della Civiltà Italiana, future roman headquarter of the luxury house and pays homage, as the collection itself, to FENDI's DNA, the richness and the highest standards of craftsmanship, especially in FENDI furs, and to the eternal city, Rome.The Palazzo della Civiltà Italiana, also called the Palazzo della Civiltà del Lavoro, is a monumental building located in the EUR area in Rome. Built at the end of the ‘30s from a project by the architects Giovanni Guerrini, Ernesto Bruno La Padula and Mario Romano, this building is decorated with 28 statues on its four facades, each representing the arts and crafts of the Italian population, such as: craftsmanship, work, philosophy, commerce, industry, archeology, history, the inventor genius, architecture, law, sculture, the genius of theatre, press, medicine, geography, the genius of poetry, painting.
Shot by Karl Lagerfeld, this new campaign, features two among the top sought after models of the moment, Nadja Bender and Ashleigh Good, perfectly embodying the spirit of the collection and the forthcoming FENDI woman season. The models are shot in very seductive and strong poses with the striking background of Palazzo della Civiltà Italiana. Pure eclecticism and layered luxury built around a harmonious blend of avant-garde experimentation and master artisanship, the juxtaposition of materials, tones, textures and workmanship methods enhancing the playful alternation of lengths, cuts and volumes, taken to the extreme with clean lines, the natural hair and makeup, everything combines to create a spectacular set of incredibly contemporary images. Protagonists of these shootings are also FENDI’s iconic handbags as the Peekaboo, in its mini version, and the 2Jours, together with the 3Jours and the newly introduced By The Way.
“For FENDI FW2014/15 advertising campaign, I chose Palazzo della Civiltà Italiana, becauseit is one of the most graphic building in the world and one of the most famous building of modern Rome. This campaign expresses what Fendi is about for next Fall. It is very italian, it is very roman, it is very luxurious but at the same time it has a modern and young approach,” states Karl Lagerfeld.
Sam Mc Knight