Top image: Fendi FW18, look 20

At Fendi‘s FW17 womenswear show in Milan, models walked down a monogrammed wooden set, emblazoned with the house’s iconic double F logo. A clue for what was to come, that classic logo appeared across the entire collection, on everything from belts through bags and hoop earrings.

Logomania at its most fun, now the Italian fashion house brings that FF motif to a special new capsule collection titled FF Reloaded. Reimagining archival styles, here the logo takes centre-stage, plastered across the likes of parkas, hoodies, bomber jackets, pool slides sneakers, bags, knitwear and a mega Rockoko bootie. 

Designed by Karl Lagerfeld in 1965 standing for ‘Fun Fur’, the FF logo has become an enduring signature of the fashion house. Both a tribute to the Roman maison’s master atelier and a nod to Fendi’s playful nature, the monogram has earned its place in celebrity culture mythology, having appeared shaved into the back of Kanye West’s head and, more recently, across Kylie Jenner’s matching skintight Fendi dress and pram combo – Danniella Westbrook eat your heart out.

Available now via Net-à-Porter, the FF Reloaded collection will land in selected FENDI boutiques worldwide and on fendi.com starting from 14th May 2018.