Fendi x Fila’s New Campaign Video Looks Like a ’90s Rave

Fila, once exclusively in the realm of tennis apparel, has come back as a cool-kid label, and now they’re bringing their newfound hypebeast status to Fendi.

The collab also brought in Instagram artist @hey_reilly, a digital artist who pokes (stylish) fun at fashion, with images like Lord Voldemort modeling for Louis Vuitton or Justin Bieber’s paparazzi shots juxtaposed with Balenciaga ads. Now, for the new Fendi Mania capsule, the label has released a video that borrows from a ‘90s VHS aesthetic and a surreal computer-hacker-meets-rave vibe.

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FℲENDAY FℲRIDAY 💛 #lowkey

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The Fendi x Fila collection is a fun logo mash-up, with the label’s signature double-F logo in Fila colors of red, blue and white. T-shirts, jackets, jeans, sneakers, and accessories like backpacks and fanny packs are all decadently splashed with the Fendi logo. The capsule also has a vaguely Western feel, with heeled cowboy boots and a leather jacket with fringe.

The New Yorker wrote about Fila’s comeback and its mysterious popularity among a younger demographic who wouldn’t have many nostalgic memories for the brand. “Though Fila sponsors tennis stars such as John Isner and Karolína Plíšková and has been reproducing old Grant Hill models, neither investment is the key to understanding the brand’s current renewal,” David Turner writes. “The giant Fila ‘F’ doesn’t conjure any specific memories for young consumers; the brand exists ever for the future.”

Fendi Mania will drop October 16 at Fendi stores and online, and there will be a T-shirt launched as a teaser at 10 p.m. on October 15. To get even more excited, watch the campaign video over at Dazed.

 

 

 

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