FENDI LAUNCHES SUMMER 2025 DIGITAL CAMPAIGN WITH AITANA

FENDI has announced its Summer 2025 digital campaign, starring Spanish singer Aitana. Photographed by Steven Meisel and styled by Karl Templer, the campaign is part of the brand’s ongoing focus on contemporary femininity, Italian elegance, and digital-first storytelling.

Aitana appears in clean, composed imagery highlighting key pieces from the FENDI Summer 2025 collection. Central to the campaign are the Peekaboo and Baguette bags — both longstanding icons of the house — shown in fresh seasonal tones and paired with sleek summer tailoring.

The campaign reflects Artistic Director Kim Jones’s evolving vision for FENDI womenswear: refined, modern, and culturally attuned. Summer 2025 focuses on relaxed silhouettes, crisp construction, and a palette that moves between warm neutrals and bold citrus. Accessories come into focus, reinforcing the brand’s legacy in leather goods while presenting them in a fresh context.

Aitana’s role in the campaign speaks to FENDI’s continued interest in talent who embody both style and cultural relevance. One of Spain’s most prominent musical figures, she brings a strong digital following and broad audience appeal. Her appearance marks her first collaboration with the house and reinforces FENDI’s investment in global voices with local impact. By pairing a globally recognized photographer with a rising international performer, FENDI continues to build its identity around craftsmanship and cultural fluency.

The campaign is now live across FENDI’s digital platforms.