Fendi Just Collaborated with an Internet Meme Artist
Internet artist @hey_reilly's redefined Fendi logo transmits pop culture into luxury sportswear
Remember in 2017 when Gucci collaborated with a bunch of meme artists for its #TFWGucci campaign?
Now Fendi is getting in on the fun with their latest collection, which features a subversive new logo designed by Instagram artist @hey_reilly. Playing off a post-modern attitude of remix and ready-made, the artist who goes by the mononym Reilly questions the role of high and low brow in our visual culture landscapes through his irony, play on iconography, and internet culture know-how. He’s done everything from photoshop Meghan Markle and Prince Harry into crust punk attire, to transposing a Calvin Klein logo onto a scene from Wes Anderson’s The Life Aquatic.
Reilly is best known for his FAKENEWS series, where he redesigned common logos to bear the line of luxury labels. For example, Stella Artois becomes Stella McCartney, McDonald’s becomes Margiela. The series caught the eye of Silvia Venturini Fendi who noticed he had appropriated the recognizable FILA logo with Fendi’s name and reposted the image on her Instagram. The Fendi creative director liked the knockoff logo so much she decided to make it official by turning it into a collaboration.
The resulting collection is plenty ironic but still good-natured. Streetwear with a sense of humour, if you will.
FENDI will be releasing the full capsule collection on October 17, online and in stores.