With the introduction of a new Dover Street Market collaboration, the confirmation that Fendi’s obsession with the alphabet extends far beyond the house’s millennial inspired F IS FOR… project (which you can educate yourself on as and when you wish, here), has arrived. Translating the core of the house’s AW17 menswear offering – Fendi Vocabulary – to bricks and mortar, in-store pop-ups in London, Tokyo and New York will appear throughout the summer.
“Words like LOVE, TRY, HOPE compose the Fendi Vocabulary: very simple and common words that yet in their simplicity have a very important meaning that is going to be forever and that can help us in difficult moments,” explains creative director Silvia Venturini Fendi of the operation. “There are many changes going on and things are moving faster and faster in the world, that is why I think that we have to evolve and look at the future with an optimistic attitude that can help us facing all these changes and challenges.”
Inspired by the lexicon of Ernest Hemingway – YES, FANSTASTIC, TRUST, THINK join the aforementioned LOVE, TRY and HOPE – the respective pop-ups will each feature a predominant array of primary coloured letters, covering everything from tees, hats and bags to window displays; a specially curated line-up of RTW pieces will offset the capsule collections designed exclusively for each store: London has the pleasure until 9th July, while it arrives in Ginza between 29th July and 16th August and New York from 7th-21st September.