Italian fashion brand Fendi will celebrate the upcoming Year of the Dragon in style with streetwear label Fragment and game franchise Pokemon.
The collection includes Fendi’s Peekaboo, Baguette bags, shopper totes, and men’s camera case bag, featuring Pokemon characters integrated with Fendi’s iconic FF logo print. There are more intricate inlays and prints on FF jacquard and FF canvas backings.
It includes leather goods like wallets and cardholders, as well as a selection of galvanized brass jewellery – earrings, rings combining the Maison’s FF logo with Pokemon’s signature, including Dratini and Dragonair, and the famous Poke Ball which opens on a soft chain bracelet and necklace.
Kim Jones, the artistic director of couture and womenswear at Fendi, first met Hiroshi Fujiwara in London in 1999. “He’s one of my idols and I love him. He’s an instigator of the Japanese club scene, its youth fashion scene and its streetwear scene. I have been in love with Japan for a long time, its influence on me and what I do is huge – Hiroshi is a major part of that.”
The Italian fashion brand strives to appeal to the growing youth consumer base worldwide, particularly in Asia – evident in the partnership with Fragment and Pokemon.