FENDACE : The creative swap between Donatella Versace and Kim Jones

Fendace is the name of the creative swap born from the exchange of roles between Donatella Versace, creative director of the Versace Atelier and Kim Jones, artistic director of Fendi Couture and women’s division.

Last night, in the historical headquarters of the Maison Versace in via del Gesù, the pre-fall collection Versace by Fendi and Fendi By Versace was staged, conceived for her and for him, which will be sold in stores starting from May.

“It is the first time in the history of fashion: two designers who have a real creative dialogue that comes from respect and friendship.” Donatella Versace, Versace Creative Director said “It led us to switch roles to create these two collections.”

A double show broadcast on the social pages of both Maison, reaching in a few moments almost 38 K views, thanks to an excellent “secret” marketing communication (which actually was already running on the web after the spoiler by Kim Kardashian that in July published on IG a photo with Donatella Versace and Kim Jones or the photos stolen by paparazzi of a lunch between Anna Wintour with the two Maison at the Four Seasons in Milan. An impressive parade of top models paid tribute to the collection: Kirsten McMenamy, Adut Akech, Mariacarla Boscono, Naomi Campbell, Esther Canadas, Karen Elson, Gigi Hadid, Imaan Hammam, Shalom Harlow, Stella Maxwell, Kate Moss, Lila Moss, Emily Ratajkowski, Anya Rubik, Irina Shayk, Amber Valletta…

The first one to break the mold was Kim Jones, who paid tribute to Versace by making Kirsten McMenamy – the inspirational muse of Gianni Versace – wear a black dress closed by gold safety pins, the double F logo and the super-colored Medusa prints on tailored coats and embroidered sheath dresses. The waist was adorned by a belt with the word “Fendace” on the buckle.

To close this first part of the show dedicated to Versace, Kate Moss together with her daughter Lila Moss, followed by Amber Valletta.

After a quick change of the rotating logo on the entrance wall, covered for the occasion by a profusion of flowers, the second part of the show started, in which Donatella interpreted the Fendi brand with a mini and metallic mesh top embossed with the F of the Roman Maison.

Suits in patchwork printed denim, short jackets with logo inlay and one-shoulder dresses printed in black and gold. To close the second part of the show, Gigi Hadid, wearing a silver suit was followed by Naomi Campbell in a pink metallic dress.

Very few selected guests arrived from all over the world for the launch of Fendace:

Demi Moore, Elizabeth and Damian Hurley, Winnie Harlow, Evan Mock, Addison Rae, Iris Law, Niall Horan, Jonathan Kortajarena, Daniela Melchior, Cole Sprouse, Teddy Charles, Zoey Deutch, Ester Esposito, Dua Lipa and Luca Gaudagnino and Chiara Ferragni and Fedez, the only Italian guests.