[Photo News] Fendi celebrates Chiuri's debut collection in Seoul

Fendi hosted a special launch event in Seoul to celebrate the debut collection of creative director Maria Grazia Chiuri, marking her first major presentation for the Italian luxury brand. The event took place at Fendi Palazzo Seoul in Cheongdam-dong on Wednesday, drawing a mix of celebrities and influencers. Among the attendees were Bang Chan of K-pop group Stray Kids, who serves as a Fendi ambassador, alongside actors Ko Hyun-jung, Kim Min-ha, Jung Chae-yeon, and Kim Jae-won. They showcased pieces from the 2026 fall-winter collection, which represents Chiuri’s vision for the brand. The collection was presented under the theme “Less I, More Us,” reflecting Chiuri’s reinterpretation of Fendi’s rich heritage. The event featured a display of the iconic Fendi Baguette 26424 Re-Edition, a modernized version of the classic handbag originally launched in 1997. This piece was prominently displayed on the main wall of the boutique’s first floor, highlighting its significance within the new collection. The design choices emphasized collaboration and shared identity, aligning with Chiuri’s broader artistic direction for the brand. The event unfolded in the heart of Seoul’s Cheongdam-dong district, a hub known for high-end fashion and retail. Fendi Palazzo Seoul, the venue for the launch, is one of the brand’s flagship stores in South Korea. The location played a key role in attracting both local and international attention, reinforcing Fendi’s presence in the Korean market. Attendees had the opportunity to experience the latest designs firsthand, engaging with the collection in a curated setting designed to reflect the brand’s legacy and innovation. Among the notable figures present were Bang Chan, whose endorsement has helped elevate Fendi’s profile among younger audiences in South Korea. His participation underscored the brand’s strategy of leveraging K-pop stars to connect with a wider demographic. Other attendees included actors and singers, many of whom have long been associated with Fendi through their roles in advertising campaigns or public appearances. Their involvement highlighted the collaborative nature of the event, blending fashion, entertainment, and celebrity culture. The Fendi Baguette 26424 Re-Edition stood out as a central feature of the collection, symbolizing the brand’s enduring appeal while introducing fresh elements. The re-edition retains the signature shape and materials of the original, yet incorporates contemporary aesthetics and craftsmanship. Its inclusion in the launch event served to bridge past and present, demonstrating how Fendi continues to evolve while honoring its storied history. The handbag’s prominence in the display reflected its status as a timeless icon within the brand’s lineup. Looking ahead, Fendi is expected to continue expanding its global footprint, particularly in markets such as South Korea where fashion and pop culture intersect. The success of this launch could influence future marketing strategies, potentially leading to more collaborations with K-pop artists and other cultural icons. As Chiuri’s tenure progresses, further collections will likely focus on refining the brand’s narrative and deepening its connection with diverse consumer bases. The Seoul event marked a pivotal moment in Fendi’s ongoing journey under Chiuri’s leadership.