June 9, 2025 |
Spanish pop sensation Aitana takes centre stage in Fendi’s summer 2025 campaign, a vivid digital showcase celebrating creativity, colour, and the enduring connection between fashion and music. Unveiled on today across Fendi’s official platforms, the campaign lands in tandem with the maison’s centenary year – a landmark moment rich in heritage, but charged with fresh energy.
Aitana – singer, actress and modern-day muse – is no stranger to Fendi. From on-stage performances to red carpet appearances, she’s consistently been spotted in the house’s designs, bringing her signature edge to each look. Her recent front-row attendance at Fendi’s AW26 show in February further affirmed her place within the brand’s creative orbit. Now, in this radiant new campaign, she becomes the living embodiment of the brand’s summer 2025 vision: spirited, sophisticated and full of discovery.
The campaign is soundtracked by Aitana’s latest single, Segundo Intento – an upbeat track that signals the start of a bold new era for the artist. Telling a story of escape and emotional rediscovery, the song is the first release from her fourth studio album, Cuarto Azul, which dropped on May 30. Laced with Anglo-pop influences and inspired by global sounds, the track pairs effortlessly with the campaign’s lively, sun-drenched aesthetic.
We follow Aitana as she opens the door to find a Fendi Peekaboo bag on her doorstep – a whimsical invitation into the world of the summer 2025 Collection. As she explores her home, she stumbles upon other Fendi icons – Peekaboo Softs, Sunshine Shoppers, and Baguette bags – hidden in plain sight. Her surroundings transform into a playground of fashion, as she lounges in a bed made entirely of Fendi bags and accessories. Raffia, coral bandanas and soft-washed denim set the tone, blending craftsmanship and playfulness in a way that feels distinctly Fendi – and distinctly Aitana.
The collection itself takes inspiration from Karl Lagerfeld’s first Fendi ready-to-wear collection for SS78, which was immortalised not on a runway, but in the fantastical short film Histoire d’Eau. Revisiting that cinematic spirit, this collection draws upon the sun-bleached hues of a Roman summer and the effortless elegance of the Italian coast. Think easy, cocooning silhouettes and breezy fabrics brought to life with intricate, nature-inspired embroideries. Coral motifs, a recurring theme drawn from Fendi’s archives, appear alongside oversized florals and ornate bandana prints. The colour palette is equally evocative – ranging from coral red and terracotta to buttermilk, iced lemon, seafoam green and ocean blue – a visual feast that captures Fendi’s irreverent take on high summer.
Shot at the renowned Casa Carvajal and directed by Sophie Jones, the campaign pairs cinematic flair with architectural beauty. Styled by Isabel Greece and supported by a stellar creative team, Aitana moves with fluid ease through a dreamscape of fashion, art and self-expression.
In Aitana, Fendi finds not just a face, but a voice – an artist whose evolution mirrors the maison’s own journey through time and creativity. This campaign goes beyond major fashion moment and becomes an invitation to escape, explore and dress like it’s summer forever.
Photography by Sophie Jones.
