Superwoman Adwoa Aboah in new Fendi campaign

Fashion
Read min

11.04.2022

The director of the films "Call Me By Your Name", "The Big Splash" and "Suspiria" Luca Guadagnino has become the author of a new campaign for the legendary brand. This is not an advertisement in the usual sense, this is a full-fledged short film where the British model, actress and activist Adwoa Aboah soars over the roofs of ancient Rome with the latest Fendi accessories (Peekaboo Micro and Petite bags).

“I feel a very deep connection with the brand – my mother wore Fendi back in the 1970s and 1980s, so the logo, materials, quality and design of the fashion house have always been part of my artistic image,” says Guadagnino. According to the director, this project has become special for him.  After all, he is a longtime friend of the company and supports the values ​​of the brand.

The accessories to which the film is dedicated are the embodiment of femininity, inner strength and determination. Adwoa Aboah was chosen for the project not by chance: in 2014, the girl founded the non-profit movement Gurls Talk (a platform for supporting women from all over the world), she speaks openly about how to deal with addiction, depression, fears and complexes.

Her success once again emphasizes that today the personality has become more important than a beautiful image or a stereotyped picture. In the Fendi ad, model Adwoa Aboah is portrayed as a superwoman who, like in comics or in our dreams, flies over the rooftops of Rome and lands on the steps of Fendi's headquarters in the Palace of Italian Civilization.

“The FENDI woman is empowered: she is self-made,” says Kim Jones, creative director of the brand's women's collections.

The new Peekaboo models will be unveiled on April 7th. The capsule collection will include bags in small and micro sizes in 12 bright colors - from soft blue and lilac to dark brown and yellow. There will also be limited edition models in exotic skins such as natural python, crocodile and lizard.

Read also

All articles
Fashion
image
In the run-up to the prom season, Lamoda and Love Republic will support the charity collection of evening looks "Second Breath"
Fashion
image
Tiffany & Co. celebrated the launch of their Blue Book 2024 collection
Fashion
image
The new Jacquemus headquarters in Paris