MILAN — Fendi’s men’s spring 2024 campaign will be fronted by Chinese actor and singer Kuanghan Hsu, American actor Jeremy Pope and Italian actor Massimiliano Caiazzo in their new roles as the brand’s global menswear ambassadors.
The campaign consolidates their relationship with Fendi, following their front row attendance at the brand’s men’s spring 2024 fashion show held last June at the Italian luxury company’s factory in Capannuccia, a 30-minute drive outside Florence.
The brand’s artistic director of menswear and accessories Silvia Venturini Fendi at the time said she wanted to celebrate work — most notably Fendi’s handiwork — by staging the show at the plant, which is dedicated to the production of fine leather goods.
The new campaign by Italian artist Nico Vascellari reflects Venturini Fendi’s vision as the talents wear the season’s utilitarian garb and signature accessories — including the Peekaboo and Baguette bags, special pieces from the Fendi Kengo Kuma project in collaboration with the Japanese architect, and the new Chiodo backpack and messenger — captured against a metallic background that recalls the Fendi factory, a complex that produces around 200,000 pieces a year and which is surrounded by seven hectares of greenery, over an area spanning 324,000 square feet.
Brown boxes reading “Made in Fendi,” a tongue-in-cheek catchphrase that has to do with branding but also with the luxury house’s commitment to craft, appear in the images.
Hsu, who gained fame for his roles in the dramas Q Series “Love of Sandstorm” and “Someday or One Day” and most recently played in “The Invisible Guest,” will appear in the upcoming movie “Seishun18x2.”
“Fendi not only inspires me a lot in terms of fashionable daily wear, but also the brand’s simple and elegant style is something I can learn from. I also hope that I can make progress in my work and life without losing my heart and keep it simple,” he said.
Kuanghan Hsu fronting Fendi’s spring 2024 campaign.
Pope, who is an Emmy, Golden Globe and two-time Tony nominee, is best known for his roles in “The Inspection,” the series “Hollywood” and “Pose.” He will next be seen in “The Collaboration” directed by Kwame Kwei-Armah playing artist Jean-Michel Basquiat. He also recently released his photojournalism series “Flex(bitch)” with The Scope Art Show and he will have a new music project out this year in collaboration with award-winning choreographer Parris Goebel and director C Prinz.
“To me, Fendi is a living legacy. It’s more than a brand but a statement. It represents a blend of timeless and modern elegance, and is a celebration of personal style that transcends boundaries,” said Pope, adding that the brand “embodies the spirit of boldness and authenticity.”
Caiazzo, known for his role in “The Sea Beyond [Mare Fuori],” will appear in the fourth season of the series, as well as in the new Disney series “Uonderbois.” In the meantime, he will be working on the set of the new Netflix series “Storia della mia famiglia [History of my family].”
“The Fendi man is a man who is not afraid to dare, without unnecessary ostentation though. A man who starts from a certain kind of rigor but who slowly smooths it out. A man who has not forgotten to be a man but who is slowly rediscovering himself,” Caiazzo said. “Perhaps this is precisely what I have in common with the Fendi man, the desire to rediscover oneself through a certain type of sensibility that needs to be supported and worn, today more than ever.”
Massimiliano Caiazzo fronting Fendi’s spring 2024 campaign.
The campaign debuting this month comprises nine single and nine double-page visuals and three videos, as well as specific visuals for the eyewear collection, including the new Fendi Lab sunglasses.