LVMH-owned Fendi is collaborating with Kim Kardashian’s Skims. Fendi social media accounts.
LVMH-owned Fendi is set to release a collection with Kim Kardashian’s shapewear and intimates label, the reality TV and social media superstar confirmed in a post on her Instagram account. The announcement comes after images of a campaign for the collab leaked online earlier this month.
The move comes as Fendi seeks to write a new chapter following the 2019 death of Karl Lagerfeld, its creative director of 54 years. In the years leading up to Lagerfeld’s passing the Rome-based brand reached new heights of awareness and crossed the threshhold of €1 billion in annual sales under former chief executive Pietro Beccari, who pushed the brand upmarket and renewed its historical focus on fur in its marketing before being tapped to helm Dior.
Now designer Kim Jones and CEO Serge Brunschwig are looking for ways to get the brand back in the spotlight, after coronavirus lockdowns dampened the attention on Jones’ debut shows, and at a time when the brand is becoming increasingly isolated in its focus on fluffy, controversial animal skins. Last month Fendi teamed up with Versace on a joint runway show featuring a one-off collection that mashed up the commercial signatures of the two houses.
For Kardashian’s Skims, the partnership can enhance the high-end sheen on a label whose items are priced as accessibly as $14 for a thong.
Donatella Versace has teamed up with Silvia Venturini Fendi and Kim Jones on a collection set to be revealed Sunday, according to sources.