Fendi chooses Aitana as the muse for new campaign - FashionNetwork Area Hong Kong

Published 18 hours ago• 2 minute read

The Italian fashion house strengthens its ties with Spain. Following the appointment of Spaniard Ramon Ros as CEO, Fendi continues to strengthen its ties with the country with the signing of Barcelona singer and actress Aitana Ocaña as the face of its latest campaign.

Aitana is the star of the Italian luxury brand's new campaign.

Aitana is the star of the Italian luxury brand's new campaign. - Instagram: @fendi

As part of the collaboration, the Catalan has starred in the promotional video for the brand's latest collection, which shows Aitana discovering some of the items in the capsule, including her Peekaboo baguette bag, while her single "Segundo Intento", included in her new album "Cuarto azul", plays in the background. The campaign is now available on the official Instagram accounts of the singer and the luxury brand.

This is not Aitana's first foray into the fashion universe. The singer, who rose to fame in 2017 thanks to her participation in the ninth edition of the musical contest Operación Triunfo, signed at the end of 2020 a contract with the German sporting goods manufacturer Adidas, becoming an official ambassador of the brand during this year.

Founded in 1925 by Adele and Edoardo Fendi originally as a store in Rome, the Italian firm specializing in fashion, handbags and leather goods joined the portfolio of French luxury giant LVMH in 2000. Among the latest developments at Fendi was the departure of Kim Jones from the house last October, after taking the reins of its women's ready-to-wear and couture creative direction in September 2020, following the death of Karl Lagerfeld.

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