FENDI unveils a summer sonata through the eyes of Aitana

"...FENDI rekindles the grace of summer with the launch of its latest digital campaign, starring the enchanting Spanish singer-songwriter and actress Aitana, who embodies the spirit of the modern woman with a luminous individuality..."

In the Summer 2025 campaign, Aitana brings summer to life through her radiant gaze, capturing the heartfelt connection she shares with FENDI, a bond that is reflected in her style, both in everyday life and on stage. Her presence at the Fall/Winter 2025–26 fashion show in Milan this past February, celebrating FENDI’s centenary, further underscores this relationship.

Set to be officially unveiled on 8 June 2025 across all FENDI channels, the campaign is accompanied by Aitana’s brand-new single, “Segundo Intento”, which echoes throughout the visuals as a melodic narrative of personal evolution. The song marks the first release from her album CUARTO AZUL, launched on 30 May 2025.

The imagery of the campaign reads like a poetic reverie, beginning with a whimsical moment where Aitana discovers a Peekaboo bag on her doorstep. From there, we are drawn into her world, where bags like the Baguette, Sunshine Shopper, and Peekaboo Soft come to life within her home. They are rendered in raffia, denim, and coral-toned bandana prints, each material and motif subtly brimming with artistic energy.

More than a retrospective, FENDI’s centenary becomes a platform for reinvention. The Summer 2025 collection masterfully weaves the brand’s heritage into the present, paying homage to the Spring/Summer 1978 Ready-to-Wear collection, Karl Lagerfeld’s very first for the Maison, originally depicted in the short film Histoire d’Eau.

Thus, FENDI Summer 2025 becomes more than a seasonal offering, it is a conversation between past and present, a space where Aitana reveals her truest self, and where everyone is invited to discover their own unique spirit of summer.

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