FENDI FW2015/16 adcampaign was inspired by the incredible Swiss artist Sophie Taeuber-Arp, her works are so modern and graphic, exactly as Fendi is about for next Fall: very luxurious, but at the same time highly contemporary and very clear. Shot by Karl Lagerfeld, the FW2015/16 ad campaign, called “Arty Puppets”, pays homage to Sophie Taeuber-Arp, who already inspired the collection and the set design of the fashion show last February 2015, as well as FENDI’s upcoming windows worldwide from September 2015.
The campaign shots are brought to life through 3D life-size representations of Sophie Taeuber-Arp sculptures, puppets with a playful and ironic aspect, as FENDI often is, yet also in contrast with the firmness and rigor of the collection itself. These puppets were all created in 1918 and were part of the tragicomic tale “Il Re Cervo” (The Stag King) by the Italian playwright Carlo Gozzi and adapted by René Morax and Werner Wolff, that was played 1918 at the exhibition of the “Swiss Werkbund” in Zurich.
Sophie Taeuber-Arp’s artistic approach perfectly matches with FENDI’s DNA and values, such as Color Block, juxtapositions and geometric plays, which are found in the FW2015/16 Collection. In her works of geometric abstraction, she developed varied compositions based on the horizontal and vertical arrangement of the square and the rectangle. Any references to figures and representational elements in her work are purely symbolic. The campaign features two among the top sought after models of the moment, Kendall Jenner and Lily Donaldson, perfectly embodying the spirit of the collection and the forthcoming FENDI woman season. The models are shot in very seductive and strong poses playing with Sophie Taeuber-Arp’s puppets.
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, also in its micro version, and the By The Way, the 3Jours, together with the 3Baguette Chain and the newly introduced Peekaboo clutch.
Sam Mc Knight