Fendi unveils its new SS20 Men's Collection campaign

Fendi keeps on exploring the chic side of nature. The brand led by Silvia Venturini Fendi evokes the bucolic atmosphere of the SS20 menswear show also for the collection's advertising campaign. From the Milan gardens of Villa Reale, the set now moves to Veneto, in Bagnoli di Sopra, near Padua. Here, in a typical northen Italy garden with vineyards, the models Etienne de Testa and Romaine Dixon wear the most interesting looks seen on the catwalk: fluid garments with relaxed silhouettes, cargo pants, shirts and suits made of natural materials in shades of green, beige and brown. Hovering between refined elegance and functionality, the clothes acquire an ironic twist with accessories inspired by the world of gardening such as raffia hats, rakes and miniature shears. There are also iconic bags: the Large Baguette in python leather and the Peekaboo X-Lite raffia woven with Pequin pattern. 

The new campaign is directed by Luca Guadagnino. The director of Call me by your name renews his collaboration with the Fendi family, after having been guest artist and having contributed with his artistic vision to different aspects of the SS20 show: from the location's artistic direction to the casting, up to the choice of the soundtrack (songs by Japanese composer Ryuichi Sakamoto). Guadagnino had also created some of the prints in the collection, a tribute to his childhood spent in Ethiopia.