Fendi launches Fragment and Pokémon collab, with Selfridges pop-up

By

Sandra Halliday

Published
Jan 8, 2024

Fendi has launched two interesting collaborations in the Friends of Fendi series, linking up with Hiroshi Fujiwara’s Fragment and Pokémon on new collections.

The brand has also launched a Selfridges pop-up that runs until 27 January as part of the collaboration. Onto those collections, it seems the Fujiwara link-up is something of a no-brainer.

Kim Jones, Fendi Artistic Director of Couture and Womenswear, said he “first met Hiroshi Fujiwara in London in 1999 – and what can I say? He’s one of my idols and I love him. He’s an instigator of the Japanese club scene, its youth fashion scene and its streetwear scene. I have been in love with Japan for a long time; its influence on me and what I do is huge – Hiroshi is a major part of that”.

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And Silvia Venturini Fendi, Artistic Director of Accessories and Menswear, added: “Our bag shapes are a logo themselves; they are so representative of the House. While our workmanship is another important part of our iconography. At the same time, we never want to be too precious with either – we enjoy celebrating both in new ways. It’s a living history that Hiroshi Fujiwara adds to with both FRGMT and Pokémon; he’s taken our handbags and made them into mini pop monuments.”

So, for Fendi x FRGMT, “FF Fragment… reinterprets Hiroshi’s FRGMT signature on the iconic FF jacquard logo in its institutional brown and tobacco shade and in an unexpected bold yellow version”.

Disrupted FF Fragment is applied on the Peekaboo ISeeU Small and Baguette women’s bag, as well as mini pieces, the Baguette Pouch and Mini Mon Trésor, together with a new foldable Baguette shopper and soft hobo bag. Men’s mainstays such as a large messenger and a belt bag “further utilise the FRGMT disruption with yellow contrast zips”.

And a unisex white T-shirt with a Fendi x FRGMT special logo completes the offer.

Meanwhile, for Fendi x FRGMT x Pokémon, the Peekaboo and Baguette bags for women and men, together with the FF logo, meet Pokémon, in the shape of the dragon-type Pokémon to celebrate the year of the Dragon.

The offer includes inlays and prints on FF jacquard and FF canvas backings plus “full-blown leather 3D marquetry embodiment of Dragonite and Dratini” in, respectively, “playful new Baguette and Mini Baguette bags, also available in cute nano sizes”.

A special Baguette is also realised with an intricate micro beads FF embroidery with the three Pokémon and fringes, while a Peekaboo ISeeU Medium in shiny white croco is enriched with Dragonair and Dratini details on the metal handle and chain strap.

Mini bags such as Baguette Pouch, Mini By The Way and Mini Mon Trésor, and small leather goods “further animate the offering” along with Dragonite key charms and textile accessories.

The line-up also includes jewellery, T-shirts, hoodies and silk FF pyjamas.

At the same time, the collab includes a partnership with Pokémon GO. From this week, Pokémon GO Trainers can obtain digital avatar items featuring designs from the collection.