Immersed In The New #Fendiss20 Men’s Advertising Campaign. An Unexpectedly Elegant Stroll En Plein Air Through Paths

Etienne de Testa reunites with Fendi for its Spring-Summer 2020 campaign. The model takes to a garden setting that captures the spirit of the fashion house’s charming new collection. Photographed by Luca Guadagnino, model Romaine Dixon joins Etienne. Styled by Julian Ganio, the models don a mix of elegant tailoring and sportswear that takes its inspiration from Fendi’s stylish idea of a gardener. Guadagnino also directs a beautiful video for the season.

When spending weekends at her country place outside Rome, Silvia Venturini Fendi likes to garden. She grows vegetables, roses, and—when the birds and bugs don’t get there first—fruit, too. Today Fendi transplanted this most bucolic of pastimes to her next-summer menswear collection. To add extra flourish, she applied a sprinkling of creative fertilizer in the form of a collaboration with this season’s guest artist, the film director Luca Guadagnino.

Courtesy of Fendi

The show was held in the handsome gardens of Milan’s Villa Reale. As we crunched across the gravel to our chairs, we were guided by groundsmen outfitted in khaki Fendi work overalls. Along with fellow gardener and noted tomato specialist, Bruce Pask of Bergdorf Goodman, I cultivated fantasies of tackling the weeding post-show season so chicly attired. Even when horticulturally appropriate, however, the clothes that followed were far too lovely to consider muddying.

As they sat in a conservatory earlier, Guadagnino recalled that Fendi first asked him to work with her on this season’s collection when they were backstage together at January’s menswear show, for which Karl Lagerfeld was the guest artist. “I was flattered and humbled, and immediately said yes.” The two are in fact longtime creative associates, having first co-produced a short film in 2005.

Courtesy of Fendi

Since then Fendi has notched associate producer credits on both “I Am Love and Suspiria.” Guadagnino immediately sent Fendi some patterns he had sketched during the shoot for his most recent movie, a swirling abstracted grid, which became the basis of the print used on long side-split shirts inspired by memories of the director’s childhood years in Ethiopia.

This was also the basis of cut-out knitwear, shearling cloaks, and tote bags toward the end of the collection whose latticing echoed a gardener’s trellis. Along with Fendi, Guadagnino germinated the idea to have the show soundtracked by Ryuichi Sakamoto and to include elements of the studied, almost formal, the precision of Japanese workwear in the collection.

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