First launched in 1926 as a fur and leather shop on Via del Plebiscito in Rome, the house of FENDI has become synonymous with cool, high-fashion streetwear worn by the biggest influencers. FENDI is amping up its street cred with a new, art-inspired line dropping today called Roma Amor. And they’ve chosen the Miami Design District as one of only a handful of boutiques across the globe to showcase it.
Thanks to a collaboration between FENDI and PREF, a world-renowned graffiti artist, the new Roma Amor collection reinvents FENDI’s iconic logo with neon accents and modern graphics that really “pop.” Designed to celebrate the long-standing relationship between FENDI and the Eternal City, the inspired logo can be found on new ready-to-wear and accessories collections for men, women and children.
Having partnered with FENDI before for its FF Reloaded launch event in London, PREF was the perfect artist to take on this project. For the launch, the graffiti artist designed two different graphic variations of the logo, a parallelepiped and a multicolour wave, both creating 3D graphic illusion effects on every piece in the collection.
The women's collection finds Roma Amor in the form of a precious intarsia on oversized leather bombers and biker jackets, a mink fur coat, oversized puffers, skirts, a one-shoulder fitted dress made in the iconic FF pattern, and a variety of denim couture—like indigo jackets, shorts, pants and jumpsuits—all with rainbow-inspired inserts and neon trims, buttons, stitching and zippers. Athletic swimsuits and crop tops will feature stamp-like versions of the “FF” logo, and women’s leather goods and footwear will get makeovers, too. With this drop, expect variants of the Peekaboo, Baguette and Mon Trésor buckets in neon fuchsia, yellow and red, and Peekaboo X-Lite, Baguette and micro Mon Trésor bags embellished with electric blue, orange, pink and aqua-green trimmings. Likewise, sandals, wedges and sneakers are worked in a soft Lycra to enhance the cool, sporty feel of the collaboration, while Roma Amor graphic motifs and neon colors really bring them to life.
For men, the trend continues—street and sportswear hero products have the Roma graphic motifs printed and embroidered on t-shirts, comfortable joggers, printed shirts, silk pajama sets, nylon windbreakers, sneakers and pouches. In the same way, the Roma Amor kids wear collection is sure to turn today’s boys and girls into the coolest kids in town. Unisex denim bombers, parkas, transparent nylon windbreakers, hoodies and t-shirts are embellished with the Capsule’s eccentric graphics, while mini versions of the hyper feminine plissé dresses and skirts and cotton piquet frocks let the youngest fashionistas dress just like Mom.
The Roma Amor drop will start today, May 14th, in 36 select stores worldwide. The Miami Design District boutique, which is located at 150 NE 40th Street, is the only store in Florida to get the Roma Amor drop. In honor of the drop, the entire Miami Design District store will be taken over by special Roma Amor window and store installations.