Fendi x Pokemon : quand les dessins animés s’invitent dans le luxe
To launch its brand new “Friends of Fendi” capsule, the Italian brand has teamed up with designer Hiroshi Fujiwara for a collection that combines pop culture and luxury.
FENDI x FRGMT
The collaboration between Fendi and Fujirawa consists of two collections: Fendi x FRGMT and Fendi x FRGMT x Pokémon.
Fragment Design is a streetwear and design brand founded in 2003 by Hiroshi Fujiwara. It is best known for its collaborations with leading brands (Nike, Louis Vuitton, Beats by Dre…), which often result in the creation of unique products that fuse Fujiwara’s distinctive style with the aesthetic of the partner brand.
Fragment Design products, whether clothing, footwear, accessories or other items, are often highly prized by streetwear fans for their exclusivity and meticulous design. The brand has made a significant contribution to the global streetwear scene and continues to have a major influence on the contemporary fashion industry.
Today, Fragment Design has teamed up with Fendi for a collection consisting mainly of bags and t-shirts. The pieces mainly feature a reinterpretation of Hiroshi’s FRGMT emblem, entitled FF Fragment, displayed on Fendi’s famous FF jacquard logo, available in brown or a bold shade of yellow.
Un fanzine séléctif
The year 2024 will be dedicated to the dragon, and to celebrate this, Hiroshi Fujiwara has selected the character Dracolosse to feature on around twenty items from the Italian brand. The collection includes bags such as the Baguette Pouch, the Mini By The Way and the Mini Mon Trésor .
There’s also jewellery, with rings and earrings that merge the FF logo with Pokémon signatures such as Dratini and Dragonair, as well as the famous PokéBall adorning bracelets and necklaces.
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“It’s a living history that Hiroshi Fujiwara enriches with FRGMT and Pokémon; he’s taken our handbags and turned them into mini pop monuments” – Silvia Venturini Fendi, Fendi’s Artistic Director of Accessories and Men’s Fashion.
In addition to the many bags featured in the collection, the range also includes a selection of t-shirts, hoodies and other silk pyjamas.
Some of these designs will be digitised and integrated into the Pokémon Go mobile application from 4 January. This will give users the opportunity to embody avatars sporting the designs from the Fendi x FRGMT x Pokémon collaboration!
Made from leather, each of these pieces will be a limited edition. Behind these exclusive collections lies a clear marketing strategy: to reach out to the younger generations of consumers who are sensitive to the world of pop culture and gaming.
“It was a real honour to work with Fendi, a traditional brand with exceptional craftsmanship. I am grateful for this opportunity”, commented Hiroshi Fujiwara in a press release.
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Finally, this collection also enabled him to create his own pair of sneakers: the Curb 3.0.