FENDI AW2016/17 Ad Campaign

 FENDI AW2016/17 advertising campaign, called Paper Waves, pays homage to FENDI's DNA and perfectly embodies the Collection itself, which balances future and traditions in an extremely feminine and modern way. This new advertising campaign, features the top sought after model of the moment, Kendall Jenner, shot by Karl Lagerfeld in very strong poses.

Giving a unique sense of movement to the collection, the modern gravitational waves merge with the contemporary romanticism that pervades the fluid shapes of dresses, pants, plissé skirts, bags and shoes, adorned here and there by the delicate motifs of an 18th century Japanese botanical garden. Edgy silhouettes and accessories are sublimated with exquisite workmanships and graphisms, especially in fur, reinterpreted in a contemporary way. The dark make-up harmonizes with the intense colour palette of deep greens, purples, navy blues with strong touches of electric baby blue amber and oranges, brought out by the white of the set. The result is a sweet austerity that meets femininity, a new romantic feeling with a graphic twist for the strong woman, always in the FENDI way.

The FENDI bags and Strap You  follow the movement of the shooting, covered all over with waves: the iconic Peekaboo in all dimensions with waves on the edges, also inlayed with a graphic garden in velvet. But also the LeiDouble Baguette and Dotcom bags, the latter presented in a new mini version too. The multicolour bag charms and Fendirumi add a quirky and fun touch.  “For the FENDI Fall/Winter 2016-17 advertising campaign, I have chosen a glacial and surreal atmosphere which recalls the gravitational waves, the protagonists and main inspiration of the collection. The waves are futuristic and geometrical, they repeat all over in a very modern way, like an infinite fascinating movement projected in the universe”, states Karl Lagerfeld.

Karl Lagerfeld

W’S Model: 
Kendall Jenner

Charlotte Stockdale

Sam McKnight

Make up: 
Peter Philips


Creative Director: 
Stephen Gan

Digital Darkroom: 

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