When it comes to logos, Fendi's interlocking Fs is one of the most iconic in all of fashion. Karl Lagerfeld, however, doesn't care about that. For his FW18 Fendi women's collection, the Kaiser has unleashed one of his most whimsical releases in a minute, tapping graphic artist and Highsnobiety collaborator @Hey_Reilly for a design which pays homage to revived Italian sportswear brand FILA.
If you've been sleeping, Reilly previously had a hand in Fendi's Fall 2018 men's collection. As per the man himself, his work aims to "distort and reflect pop culture and to push the boundaries of what can be achieved in graphic art." Reinterpreting familiar logos in his own inimitable style, Gucci's Alessandro Michele and Dior's Kris Van Assche are just two of the big names to have given Reilly their seal of approval. Check out some of his best flips below.
This time around, the Scottish-born creator came up with a wild remix of the Fendi logo, distilling it through the lens of FILA's unmistakable typography. As seen below, the design was incorporated on two different sweatshirts, both composed of opulent shaved mink fur.
And a shopping bag.
Naturally, Reilly appeared overwhelmed at his work being included in the collection, writing on Instagram: “I’m beyond flattered, I’m stunned, I’m utterly delighted, I’m … I’m … just so happy that some of my work — that was made in the spirit of fun for lols likes and sharing — should end up in the real world being seen by Karl Lagerfeld let alone made part of the @fendi collection."
In the post-Demna Gvasalia fashion landscape, where logomania reigns supreme and tongue-in-cheek collaborations get more outlandish by the season, Lagerfeld's decision to include Reilly's FILA flip is not as ridiculous as it would have been once upon a time. Still, many on Twitter couldn't hide their surprise.
FILA also acknowledged the collection, albeit it's still unclear whether it was consulted or played any part in the creative process.
The nod is arguably the crowning point of what has been a crazy couple of years for FILA. Along with the likes of Kappa, Champion, Pony and Sergio Tacchini, the brand has spearheaded the '90s sportswear revival wave, popping up in high street fashion stores like Urban Outfitters and receiving co-signs from influencers such as Kourtney Kardashian and A$AP Rocky. For SS17, Gosha Rubchinskiy tapped the label for an elevated capsule of staples that released exclusively at Dover Street Market.
Fendi has also been on the comeback trail in recent times; the luxury brand has attempted to appeal to younger audiences by launching a new digital platform and teaming up with influencers like Gigi and Bella Hadid (who walked in yesterday's show). Such moves appear to be working, with names like Yung Lean and Kim Kardashian throwing their weight behind the garb. Supreme also paid tribute to the house with its recent SS18 collection.
What do you make of Reilly's work and the latest Fendi collection? Let us know your thoughts in the comments below.
Recently, Reilly took on Balenciaga with Kanye West and Justin Bieber memes.