Fendi

May 2024

For the Fendi Men's Summer 2024 ad campaign, creative director Silvia Venturini Fendi delivers a masterclass in modern utilitarianism, grounding the season's elevated tailoring within the raw, honest architecture of a production facility in Capannuccia, Italy. Captured with a discerning eye by photographer Bruno Staub, the campaign moves beyond traditional studio constraints, choosing instead to frame its collection against the backdrop of industrial utility carts, storage bins, and sterile laboratory workspaces. The result is a striking juxtaposition where structured, geometric-patterned sets and textured mesh tops find a natural harmony with the rigid, concrete environment. The editorial visual language leans into a clean, minimalist aesthetic, with natural light often serving to accentuate the tactile qualities of the grained leather accessories and the sharpness of the tailoring worn by models Nonso Ojukwu, Richard Grundins, and Wu Guoqiang. With casting led by Piergiorgio Del Moro, the project feels both intimate and expansive, utilizing a mix of soft lifestyle portraits and high-contrast, low-key chiaroscuro imagery to highlight the craftsmanship of the iconic Peekaboo handbag. Stylist Julian Ganio achieves a precise balance between comfort and luxury, while refined hair by Gary Gill and subtle grooming by Daniel Sallstrom ensure the focus remains anchored on the silhouette and the quiet confidence of the collection, perfectly embodying the brand's sophisticated approach to contemporary menswear.

Lifestyle, Editorial, Vertical

Natural light

Luxury Fashion Houses, Fashion