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  • Alexis Negrín


June 2019 – FENDI announces the opening of a brand-new concept store within Selfridges’ Men’s Designer Street Room, located on the first floor of Oxford Street’s famous department store in London.

The new Men’s concept store will house FENDI’s coveted new-season collections, in a space designed to perfectly embody the values of the luxury Roman Maison. Each season, the space will be reinterpreted and characterised by a series of concepts and store designs, to capture the creative themes and vision of the FENDI Men’s collections.

Representing the first theme and inspiration for the space, the Roma Amor Capsule Collection – the latest drop of the FF Series after FF Reloaded and FENDI Mania – will pervade the new store with the Maison’s irreverent, colourful and iconic spirit. The store’s design elements will be adorned with the Roma Amor logo in two different graphic variations conceived by graffiti artist PREF, a parallelepiped and a multicolour wave, both creating 3D graphic illusion effects. A special selection of Roma Amor pieces, from ready-to-wear and accessories will be available in store, including graphic-print outerwear and staple pieces, FF logo matching two-piece sets and low top sneakers, creating this season’s sought-after looks.

The modern animation conceptualised for the store will be complimented with the Maison’s iconic Pequin striped motif, incorporating the same institutional black and brown tobacco colours of the FF logo.

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