Fendi SS25 Show review in a line: Fashion’s fascination with effortlessness permeates Fendi SS25. Designer: Kim Jones Location: Superstudio Maxi, Milan The vision: The done comes undone at Fendi SS25 in a deliberate celebration of everyday beauty . There has been a lot of discussion in the fashion world about what it really means to be effortless.
The narrative has since evolved. Initially, it emerged through conversations surrounding quiet luxury. Then, in true cyclical fashion, people began to feel nostalgic for simpler times.
Finally, the concept of dualism surfaced—what does it mean for a woman to truly be herself, without the pressure to appear put together? The vibe: Kim Jones presented his interpretation of this at what seemed like just the right moment. How does a maison, historically known for its luxurious furs, channel arguably one of the biggest cultural shifts the industry has seen in the past two years? First, it pares things back in its entirety, starting with something as tactile as a show set. Trickling into the first collection of the season, showgoers walked into a minimalist space illuminated with all but a fluorescent block of light.
Celebrities like South Korean actress Song Hye-Kyo sported some of Fendi’s latest designs: simple, restrained, and not too fussy. What to shop from the collection: On the runway, there were references both expected and nuanced–the beauty direction leaned into bare make up and dishevelled hair, for instance. To the uni.