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iconics | fay presents an exhibition shot by michael avedon

Building on the success of its 25th-anniversary Double Coat celebration during Milan Fashion Week, FAY embarks on a new creative journey with the ICONICS portrait exhibition. This phased project highlights the brand’s most iconic designs, beginning with the Morning Trench Coat. Fusing American heritage with an unmistakable Italian sensibility, FAY has entrusted this campaign to two cultural visionaries: photographer Michael Avedon, grandson of the legendary Richard Avedon, and James Dylan, grandson of Nobel laureate Bob Dylan and editor of the newly minted New York magazine BREACH.  

The campaign’s first chapter unfolds in the early hours of New York City, capturing the city’s indomitable spirit at dawn. Avedon’s lens focuses on a dynamic ensemble of creatives who embody the city’s artistic pulse. Leading the cast are musician Levy Dylan, brother to James, and Eliot Sumner, the multi-talented child of Sting and Trudie Styler. Joining them are Donald Cumming, frontman of The Virgins, conceptual artist and musician LA Bahta, and Johnny Donohoe, the enigmatic lead singer of Comatosed. The lineup also includes Barron Claiborne, an acclaimed photographer and former protégé of Richard Avedon, and actress Perla Haney-Jardine, known for her role in Kill Bill: Volume 2.  

The second phase of ICONICS turns inward, exploring the brand’s ethos of “Double Life” — the balance of work and leisure, structure and spontaneity, and the contrasting facets within us all. This theme is brought to life by an equally captivating cast. Jazz guitarist Matthew Avedon, brother of Michael, is joined by actor Duke Nicholson, grandson of Jack Nicholson, and Marlon Sexton, a multifaceted actor, model, and musician. The campaign also highlights Dree Hemingway, actress and granddaughter of Ernest Hemingway, London model Ella Richards, and Danielle Mareka, a New York-based model and advocate for gender equity.  

Central to this phase is FAY’s Virginia Coat, a staple of women’s wardrobes for over 15 years. Beloved by countless international celebrities, the Virginia Coat is reimagined with two new “3-hook” versions, offering a fresh take on this enduring classic. Paired with the Double Coat and Double Jacket, the campaign showcases FAY’s talent for blending timeless craftsmanship with modern adaptability.  

Find out more here.

photography. Michael Avedon
words. Gennaro Costanzo