There are few relationships in fashion that have endured as long as Karl Lagerfeld and Fendi. Unbelievably, the artistic polymath was appointed as creative director of the Italian luxury house way back in 1965 and still continues to push the historic brand into a new, modern direction. This movement is visually encapsulated in the brand’s SS16 campaign, starring Texan beauty Vanessa Moody alongside Brit runway veteran Edie Campbell. In an accompanying statement, Lagerfeld claims to have chosen the girls because, despite their distinctively different aesthetics, both women successfully embody today’s fashion landscape whilst still being relatable to the Fendi woman.

The final images, which can be seen in their entirety below, are shot against an exaggerated-scale replica of the graphic floral motifs that recurred throughout the house’s latest collection. The series of backstage images above also detail the process behind the campaign, providing a glimpse of Lagerfeld at work. 

The futuristic florals were a prominent detail throughout the SS16 collection, adorning the straps of snakeskin boots and statement handbags. Conceived as an homage to Fendi’s house codes, Lagerfeld intended SS16 as an experimentation in “new volumes, contrasts and a new femininity”.

He communicated these intentions through an exploration of texture – while the house’s signature textiles fur and leather were still prominent throughout, the designer also introduced a range of softer silhouettes to lighten the mood. The collection came just months after Fendi’s SS16 ‘Haute Fourrure’ couture collection, the first in its 90-year history. Lagerfeld may have been behind the brand for over 50 years, but these signs indicate that he has no intentions of slowing down.