friends of FENDI | hiroshi fujiwara

Meet the latest friend of FENDI: Pokémon. “Friends of FENDI” is a range of collaborations between Kim Jones and Silvia Venturini Fendi, FENDI’s Artistic Director of Couture and Womenswear and the Artistic Director of Accessories and Menswear, respectively, seamlessly blending the luxury fashion industry with friendship icons — all with sincerity at the core. It’s an apt choice bringing in the friends of Pokémon as it is the year of the dragon and with FENDI x FRGMT x POKÉMON, the melting pot of collaborators brings a playful spin on luxury fashion. And with Fujiwara’s longstanding relationship with The Pokémon Company, the collaboration was a natural transition. 

It’s Jones and Fendi’s love of Japan that was the foundation for creating the “Friends of FENDI” range, a series of collaborations that both celebrate FENDI’s craftmanship but also Japanese culture, including the club and streetwear scenes. Since Fujiwara is so impactful and influential on several Japanese subcultures, it made sense for FENDI to work alongside him. “I first met Hiroshi Fujiwara in London in 1999 – and what can I say? He’s one of my idols and I love him,” explains FENDI Artistic Director of Couture and Womenswear, Kim Jones. “He’s an instigator of the Japanese club, youth fashion, and streetwear scenes. I have been in love with Japan for a long time; its influence on me and what I do is huge – Hiroshi is a major part of that.” 

Hiroshi Fujiwara is a Japanese musician with ties across a myriad of creative industries — from fashion and art to sports and product design. His knack for crafting aesthetically pleasing designs makes every product as unique (and covetable) as the next one he creates. Speaking on the collaboration, Fujiwara states “When Kim asks me to work on a project together, I have no reason to say no. I very much enjoyed working with Kim again, and this time also with Silvia. It was a true honor to work with the house of FENDI, a traditional brand with outstanding craftsmanship. Grateful for this opportunity.”

The collection in particular showcases inlays and prints using the FF (aka “Friends of FENDI”) emblem across leather goods, from Peekaboo and Baguette bags, in addition to jewellery, and clothing for both men and women. With fashion lovers and Pokémon enthusiasts in mind, Fendi, Fragment and Pokémon have come together to offer digital avatar items featuring designs from the Fendi x Fragment x Pokémon collection that can be discovered on their quests.

The Fendi x Fragment and Fendi x Fragment x Pokémon collections are available in selected Fendi boutiques worldwide and on

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