Fendi's FW18 collection took place in a fashion "airport terminal" replete with Fendi luggage and carry-ons sliding past a conveyor belt. The old-school glamour of the atmosphere invited vintage aesthetics and a serious homage to the Fendi monogram back into the Italian luxury fashion house.
The "Fendi Fs" were seen on fur coats, leather jackets (with fur collars), sidebags, luggage, umbrella hats (yep), and a printed graphic tee reading "FAMILY." The rest of the collection had a similar color palette to a luxury car interior with trousers and tops being presented in brown cheques, gray houndstooth, and then overlaid with waxy outerwear. All the graphics, meanwhile, were handled by Highsnobiety-favorite graphic-turned-meme artist @hey_reilly.
Bringing back Fendi's logo into the forefront is no accident. Ostentatious branding was all the rage last season and with other designers such as Gosha going as far as to shave an adidas logo into the head of one of his models, the power of the logo doesn't look to be dwindling anytime soon.
It feels appropriate to mention that Kanye West was actually way ahead of the game here. He shaved the Fendi logo into his head way back in 2006. Like many other great works of art, it was unappreciated in it's time.
Peep our favorite looks from Fendi FW18 above.
In other news, here's a closer look at Prada's synthetic sportswear collection.