Joshua Vides Talks Us Through His Fendi Collab as the Brand Takes Over Harrods
Not many artists get the opportunity to have a good ol’ scribble over a bag as classic as the Fendi Peekaboo. Yet, the Italian giant has handed the reigns over to LA-based illustrator Joshua Vides, who has transformed the Harrods exhibition space and window display into a Trompe-l’œil universe for Fendi’s summer takeover of the luxury department store. Within the space is a Fendi Caffe, where Vides has emblazoned his signature illustrations on everything from the cups and plates, all the way to the tiny sugar cubes – with his monochrome take on the double FF logo aligning each corner of the space. “It was super collaborative because they came to me with the idea of the cafe, it was a fully functional cafe upstairs. It was like ‘okay let’s take that ethos and obviously apply my DNA to what a cafe could look like but also keeping in mind that there is a retail component to that experience,” says Vides.
Along with decorating the space, Vides has doused three Fendi bags in his distinct illustrations. “This was a very last-minute additional product, they were like ‘okay we really want to make a bag with you,” Vides explains. “The first two I kind of just went for it, the third one was more of a collaborative conversation. The whole experience is still so surreal to me – y’know the bag alone, it’s crazy, my wife is freaking out, even my mum is freaking out.” It’s not only Vides who gets to customize Fendi goodies- part of the Harrods take-over is a Peekaboo Bar, where customers will be able to customise their own Mini Peekaboo for the first time ever. Twenty different materials are on offer for the body, including patent leather and calf, whilst the removable handle is now available in both Plexi leather and a glitter finish – this is how you get the bespoke experience; Fendi style.
All summer-long there is plenty Fendi-fun to sink your teeth into. There is a Shoe Heaven pop-up where the brand’s AW19 coveted-shoe collection will be available to buy, alongside a Men’s Piazza pop-up, where the Baguette for men makes its debut onto the market, as well as the Karl Kollage collection – a capsule based on the handwritten notes and sketches once shared between Silvia Venturini Fendi and Karl Lagerfeld. You can finally chuck that big wooly jumper you’ve been clinging onto all year as it’s set to be a long, scorching hot summer. What better way to celebrate than a Calippo in one hand, a glass of Pimms in the other and a new Fendi Peekaboos on your arm. Sunshine calls for some custom Fendi flare in your wardrobe.
Fendi’s Harrods take-over is open until August 31st, with the Shoe Heaven pop-up open till December