LONDON — Selfridges has a few new friends in town that go by the name of Dratini, Dragonair and Dragonite.
Fendi has staged a pop-up at the luxury department store to celebrate its brand collaboration with Hiroshi Fujiwara’s Fragment, which also includes a special collection with Pokémon celebrating the Year of the Dragon in 2024 as part of the brand’s latest “Friends of Fendi” project unveiled in December.
At Selfridges, a large Dragonite stands on a mustard yellow podium with lit neon lights behind it until Jan. 28.
The pop-up sits next to Fendi’s ground-floor accessories concession.
Dedicated pop-ups for the Fendi x Frgmt x Pokémon collaboration have been unveiled in China’s Cheng-du Taikoo Li, running until Jan. 27 and at Isetan in Tokyo, until Tuesday.
“I first met Hiroshi Fujiwara in London in 1999 — and what can I say? He’s one of my idols and I love him,” said Kim Jones, Fendi’s artistic director of couture and womenswear.
“He’s an instigator of the Japanese club scene, its youth fashion scene and its streetwear scene. 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,” he added.
The “FF Fragment” reinterprets Fujiwara’s Frgmt signature on Fendi’s signature FF jacquard logo in its institutional brown and tobacco shade, and in an unexpected bold yellow version.
“FF Fragment” is applied on the Peekaboo ISeeU Small and Baguette women’s bag, as well as mini icons Baguette Pouch and Mini Mon Trésor, together with a new foldable Baguette shopper and soft hobo bag.
“When Kim asks me to work on a project together, I have no reason to say no,” Fujiwara said. “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.”
Fujiwara also worked with Jones in 2017 when the latter was men’s artistic director at Louis Vuitton, in a collaboration that was part of the French brand’s pre-fall men’s collection.
