FENDI Womenswear SS25: A Century in Style

For SS25 womenswear, FENDI is looking back at the Roaring Twenties—cutting straight into its DNA. The house, founded in 1925, treats the era as more than just a mood board. This collection channels the period’s defining shifts—the sleek elegance of Art Deco, the literary radicalism of Mrs Dalloway and The Great Gatsby—and refines them into something unmistakably modern. A century later, the conversation between past and present continues, and at FENDI, it’s as sharp as ever.

“The foundations of how women dress today and, in many ways, how we think are in the 1920s. It’s about modernity in style and attitude,” Kim Jones, Artistic Director of Couture and Womenswear, says. “There’s modernism in dress, design, decoration and thought. We approached the collection with these things in mind, as an amalgam of epochs, moods and techniques – then and now.”

The selected pieces are rich and diverse, from hand-made to machine-made and daywear to evening-wear, bringing to light the juxtapositions that have revolutionised the fashion world. Imagery from the campaign beautifully glances to FENDI’s history, where movement, lightness, excellence and ease characterise the shots, reflecting the ability for a wearer to live a contemporary life. 

Quality for Silvia Venturini Fendi, is key. She says: “I am always thinking about the connection between fashion and time – I think quality is the defining feature. It is the timeless testament to what has been achieved in our hundred-year history. As the founder of FENDI, it was also my grandmother Adele’s obsession, both personally and professionally.”

And quality is what the campaign delivers. The embroidery is supremely detailed and handmade, yet light and delicately placed on every-day pieces such as a t-shirt and a simple silk slip. Whilst the softest of suedes and shearlings envelop the wearer in robe shapes, and the finest suede croc features in t-shirt silhouettes.

Art-deco style seeps into each piece, where silk tea dresses and swirling dancer’s slips become a magical lens into the era in which this illustrious brand was born. However, FENDI lightly balances the extraordinary space created by these items into an ordinary, grounded one through Classic Moc boots made in collaboration with Red Wing. Designed for the SS25 season as a celebration of both brands’ legacy and renowned craftmanship, the contrast impeccably showcases the best of both worlds. This is coupled by FENDI’s colour palette - supple Cuoio Romano leather and Selleria hand stitching – which are applied to the boot structure, a permanent feature of the brand since 1952.

As for the accessories, the bags on show have been refreshed and primed for the season. Their renowned constructions have been softened in colour and style, inviting a sense of warmth, newness and hope that personifies the lighter months. For example, the Mamma Baguette bag arrives taller, wider and bigger than its standard incarnation, and is a tribute to Adele Fendi, founder of the house and Silvia Venturini Fendi’s grandmother, evidence of the thoughtfulness and depth behind this campaign. 

This collection is a fitting tribute to the history and legacy of one of the industry’s most iconic names. It brings the brand’s past into the present, merging a decade of designs and stories into a cohesive and striking collection. A decade that was pivotal for fashion, culture, and the world at large, is captured here in a fresh and engaging new light.