Fendi has always been a key fashion house to watch with anticipation. Yet, after some early 2000 success, the brand went quiet. The recent resurgence is credited to the approval of megawatt models and celebrities and has given new life to the Italian brand, with #fendilover popping up across Instagram.

Remembering the iconic Baguette bag

Fendi
The Fendi Baguette starring alongside SJP in Sex and the City. Photo credit

One of the largest successes from the Italian fashion house was the release of the Baguette Bag in the late ’90s. The dainty under-the-arm bag was one of the first accessories to attract a waiting list and continued to grow in popularity throughout the early 2000s.

Each seasons release was filled with more colour and pattern than the last; the bag even inspired its own storyline in Sex and the City. Fendimania was at an all-time high. But, along with every major fashion trend from the 2000s, we buried Fendi in the past along with velour tracksuits, polos and frosted tips. Although continuously selling and producing collections, nothing from the band has yet to catch the younger demographic like the Baguette Bag had – until now.

Fendi fever

stormi strolls 🤑

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Then, out of the high-fashion blue, the brand became in vogue once again. This time, tapping into the logomania craze that is sweeping over fashion’s streetwear landscape. The beginning of the Fendi fetish began with their SS 2018 collection and they launched an exclusive new capsule collection on Net-a-Porter this week that features everything from monogrammed outerwear and knits, to accessories and shoes. And it’s targeted at millennials.

Fendi is directly looking at the social media savvy generation that has been increasingly gravitating toward bold, logo-heavy apparel and accessories that are ripe for Instagram activity. The brand’s iconic logo, designed by creative director Karl Lagerfeld in 1965,  is the perfect fit.

With the tick of approval from Kaia Gerber, the Hadid’s and the Kardashian clan, it seems everyone-who-is-someone has a Fendi staple. Nicki Minaj recently wore the popular bomber and matching risque thong for her new album cover.

#ChunLi 🦄Thursday🦄 10amPst 1pmEst everywhere.

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The capsule collection will be exclusive the site until May 14, where it will be then be carried in select Fendi boutiques and on fendi.com until the end of the year.

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