As summer begins, Fendi is launching its Summer 2025 collection with Spanish artist Aitana as its face. The pop singer not only leads the campaign visuals but also provides the soundtrack with her latest single, "Segundo Intento."

Aitana's connection with Fendi has grown, with her appearing at the Maison’s atelier and celebrating their centennial. This partnership highlights her influence and the brand's contemporary vision.

The campaign video features "Segundo Intento," a song about escape and new beginnings from Aitana's fourth album, Cuarto Azul. This integration of music and fashion creates a cohesive summer experience.

Fendi's summer accessories, including the Peekaboo, Baguette, and Sunshine shopper bags, are showcased in new raffia, denim, and coral bandana patterns. The collection updates Fendi's classic style with vibrant colors and natural elements, evoking a Roman summer getaway while nodding to the Maison's history. This collaboration merges Aitana's fresh energy with Fendi's enduring luxury.