Fendi’s Summer 2025 campaign arrives not as a replication of history, but as its soft echo—drifting through time like a Roman breeze, touched with sunlight and memory. Loosely inspired by Histoire d’Eau, the 1978 short film marking Karl Lagerfeld’s ready-to-wear debut for the house, this centennial campaign is less a reenactment and more a poetic continuation—infused with modern sensuality and ease.

Shot across the luminous textures of Rome—mosaic floors, sculpted gardens, and sun-warmed staircases—the imagery unfolds like a summer diary lost in a drawer and rediscovered. There’s a cinematic quietness to each scene, made tangible by light that glows like vintage film and clings softly to skin, silk, and stone.

Color tells the story in hushed, romantic tones: seafoam, terracotta, coral, and sun-faded linen evoke the feeling of postcards curling at the edges. Raffia textures, shell embroideries, and floral bandana motifs lend a folkloric charm, grounding the luxe in something intimate and lived-in. Accessories elevate the narrative—the Peekaboo trimmed in fringe, charm-draped crossbodies like souvenirs from an imagined Mediterranean escape.

Silhouettes shift with confidence between structure and softness: fluid tunics, citrus-hued silk co-ords, sculptural belts, and summer suiting worn with offhand glamour. Embroidery and artisanal detailing anchor the dreamscape in craft, allowing the fantasy to feel rooted in the real.

If the campaign falters, it’s in moments of visual excess—too many motifs jostling for space, occasionally crowding the quiet. Yet its essence holds. Fendi doesn’t lean on the past—it strolls through it, barefoot and sun-drenched, collecting fragments and feelings.

Summer 2025 is not a retrospective. It’s a reverie—stitched with memory, softened by heat, and illuminated by the timeless art of looking forward.