Fendi recently introduced two furry mascots known as the Fendiruma, life sized versions of two of their newest bag charms. The Fendiruma are making the rounds, celebrating Fendi pop up shops and store openings, and even attending the Fall 2016 runway show. The mascots are heavily influenced by Japanese culture and love of all things kitsch (and according to W magazine, the Japanese pop duo, Kigurumi).
My problem with the Fendiruma is they seem off-brand. Fendi recently showed a stunning and immaculately detailed collection post couture week at the Trevi Fountain in Rome. The show was breathtaking and the models walked on a runway of clear glass suspended over the fountain, with Kendall Jenner opening the show and Bella Hadid closing. So, how does Fendi go from ethereal beauty to tacky telletubbies?
Fendi should leave the Fendirumi in Japan and let the clothes speak for themselves. The western world has embraced Fendi’s furry bag charms, but the Fendirumi are garish and tawdry. This is not a smart move for an atelier that, in their own words, revolutionIzed fur.