For the 2021 Summer Capsule Collection, Fendi has decided to include a special product in the collection. This is how the co-branding project between Fendi and Polaroid, two leaders in their respective luxury and photographic sectors, was born. The project involves the customization of the original instant camera with the DNA of the Rome-based Maison.
The limited edition Fendi-themed Polaroid 600 was designed by Sarah Coleman, the New York-based visual artist already known for her ability to fuse the logos of well-known fashion brands with everyday objects such as folding chairs made with Louis Vuitton’s iconic monogram.
With an explicit reference to the pop style of the 90s, the vintage room features the Fendi FF
Vertigo pattern, designed by Coleman, which appears twisted and distorted as if seen through a fisheye lens. Overall, the Spring/Summer 2021 capsule aims to convey joyfulness and energy, with psychedelic prints, vibrant hues and distorted logos.
In terms of performance, the instant camera has the same features as the original Polaroid, which was first released in 1992. In addition to the fixed focus 100mm f/10 lens, the camera also features a sliding close-up lens, the titular feature after which the camera is named. It also features a flash that can be manually overridden for greater creative control. The folding clamshell design, typical of retro Polaoids, makes it even more desirable.
By entrusting the reinterpretation of the iconic logo designed by Karl Lagerfeld to Sarah Coleman, Silvia Venturini Fendi has shown how she is not afraid to break the most traditionalist rules with an innovative and cutting-edge spirit.
The Vintage Polaroid One Step Close-Up 600 is available online and in Fendi boutiques and is currently priced at around €750.
cover image: Jike Junyi with the Fendi Vintage Polaroid OneStep Close-Up 600 instant camera
words by Giustina Ciccariello