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Fashion

The Never Ending Evolution Of The Fendi Monogram Welcomes A Collaboration With A Witty Graffiti Master

This time, it's in the hands of British street artist Pref.

You might think that with a name like Selleria Roma/Amor, Fendi’s latest collaboration project might conjure some cinematic or film noir inklings. (Yeap, our first thought was something along the lines of Alfonso Cuaron’s Roma). On the contrary, that term is the moniker for Fendi’s most riotous reinvention of its iconic FF monogram to date.

After a breakout run with its FF Capsule Collection last summer and the Fila-fied logo collaboration by fashion satirist Hey Reilly for Fall/Winter ’18, the brand is not slowing down on its momentum to court the younger millennial market. Starting from tomorrow, the Fendi store at The Shoppes at Marina Bay Sands will be launching a new capsule collection ($270-$10,200) centred around the FF monogram and featuring the work of British graffiti artist Pref that sees the latter’s bold graphic typography style art appearing on ready-to-wear and accessories spanning womenswear, menswear and kidswear.

As with most of the FF-centric capsule collections, there is a strong streetwear cachet with this collection. Think the likes of parkas, windbreakers and tracksuits in fluoro hues and the brand’s signature bags in Roman calf leather (that’s the Selleria connection) or monogram jacquard. What makes this outing beyond just hype is the intellectual slant of Pref’s work. The Brit, who is famed for his saturated typography-based murals that are futuristic and three-dimensional, and goes beyond making this just a graffiti-themed collaboration. We’ve seen plenty of FF reiterations, but this is the cleverest and most intriguing one just yet. And for that, we say sign us up. 

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