Retail is in flux. The once seemingly placid luxury market is not immune. This sink or swim environment has lead many houses to adopt a product drop model in which limited edition products are released in shorter intervals, largely through social media. Riccardo Tisci is already doing as much at the creative helm of Burberry, today in fact there was a B Series drop. Fendi knows a thing or two when it comes to the inexact science of retail and today, as it so happens, has released its Fendi Mania capsule collection. Fronting the the corresponding advertising campaign by photographer Cass Bird are Oumie JammehRalph Soufrant, and Jay Colbert. Shot under slate skies along the East River, the campaign evokes a bygone era for New York City, one in which logos dominated the clothing worn in the streets. The stylized Fendi logo is mean to evoke Fila, the heritage sportswear brand founded in Italy in 1911, a full 14 years bore Fendi’s founding in Rome. Doubtless this collection will not collect dust in a fulfillment warehouse deep in New Jersey. On the contrary, the very presence of Oumie and Ralph ought to move units.

Credits include: Client, Fendi; Campaign, Fendi Mania Fall 2018; Creative design, Karl Lagerfeld, Silvia Venturini Fendi; Photography, Cass Bird; Styling, Charlotte Stockdale, Katie Lyall; Hair, Ward Stegerhoek; Makeup, Romy Soleimani.

Jay Colbert & Oumie Jammeh for Fendi Mania Fall 2018 (Photography: Cass Bird)

Jay Colbert & Oumie Jammeh for Fendi Mania Fall 2018 (Photography: Cass Bird)