FENDI frames the future with Aitana.
FENDI continues to push creative boundaries as it unveils a dazzling new digital campaign starring the multi-talented Spanish artist Aitana — singer, actress, and songwriter — alongside its highly anticipated Summer 2025 Collection.
This collaboration is more than a simple partnership; it is a celebration of the enduring relationship between FENDI and Aitana. The artist has become synonymous with the Maison’s effortless chic, frequently seen wearing FENDI both on stage and off. Most notably, Aitana graced the FENDI Fall/Winter 2025-26 runway show this February, commemorating the brand’s monumental 100th anniversary.
With her unmistakable energy and vivacity, Aitana perfectly embodies the playful, sun-soaked spirit of the Summer 2025 collection. The campaign—set to premiere on FENDI’s official channels on June 8, 2025—is soundtracked by Aitana’s latest single, “Segundo Intento.” This vibrant track marks a new chapter for the artist, narrating themes of escape and self-discovery, and serves as the lead single from her latest studio album, CUARTO AZUL, which dropped on May 30.
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The campaign unfolds as Aitana finds a Peekaboo bag mysteriously placed at her doorstep, setting her off on a whimsical journey through the collection. From the iconic Baguette to the Sunshine Shopper and Peekaboo Soft bags, these designs become integral to her exploration, weaving through her home and transforming it into a kaleidoscope of textures and patterns.
FENDI’s Summer 2025 line is a celebration of craftsmanship and creativity. Featuring raffia, denim, coral bandanas, and other vibrant materials, the collection melds nature-inspired embroideries with bold, sculptural forms—a playful nod to Karl Lagerfeld’s seminal 1978 Ready-to-Wear debut for the Maison, immortalised in Histoire d’Eau.
This season, FENDI channels the radiant hues of a Roman summer and the effortless glamour of the Italian coastline. Shades of coral red, sandy terracotta, seafoam, buttermilk, iced lemon, and ocean blue create a rich palette that evokes the very essence of seaside sophistication. As FENDI commemorates its centennial year, this collection looks forward while honouring its heritage—reminding us that true style, much like summer itself, is timeless.
Explore the FENDI Summer 2025 Collection now at FENDI boutiques worldwide and online at fendi.com.
