Embracing the upcoming summer travel season, FENDI enlists the multifaceted Spanish singer, actress, and songwriter Aitana to embody the spirit of the 2025 Summer collection in its latest campaign. Set against the upbeat rhythm of Aitana’s new single “Segundo Intento” and bathed in radiant sunshine, she brings a vibrant and uniquely personal energy that perfectly captures the season’s effortless and carefree summer vibe, breathing fresh perspective into FENDI’s iconic designs.
In the campaign film, Aitana discovers a Peekaboo handbag waiting at her doorstep, kicking off a playful journey of discovery. Throughout her home, she encounters vacation-inspired pieces from the 2025 Summer collection—such as the Baguette, Sunshine Shopper, and Peekaboo Soft—each unveiling delightful surprises. She steps into a whimsical, colorful world where raffia, denim, coral-colored scarves, and vibrant patterns converge, extending Aitana’s creative spirit into the collection’s diverse styling.
FENDI’s 2025 Summer collection draws inspiration from legendary designer Karl Lagerfeld’s groundbreaking Spring/Summer 1978 collection — FENDI’s very first ready-to-wear line, famously brought to life through fashion history’s first-ever fashion film, Histoire d’Eau. The campaign’s recurring motif of red coral sculptures threads throughout the collection, harmonizing with a vivid palette that ranges from coral red, sandstone orange, and sea sponge green to soft ivory, icy lemon, and ocean blue. Together, these hues evoke the radiant colors of a Roman summer and the elegant charm of the Italian coastline, capturing FENDI’s exuberant summer spirit.
