Fendi x Aitana: A Summer Campaign Full of Color, Style, and Iconic Bags

Aitana stars in Fendi’s summer campaign, showing off iconic bags like the Baguette and Peekaboo in bold textures and beachy hues.

Fendi makes summer shine with its latest campaign starring Spanish pop sensation Aitana. The Italian luxury brand brings effortless style to life as Aitana showcases this season’s must-have bags in a relaxed, sun-soaked setting.

Photographed by Sophie Jones, the campaign unfolds in a chic home environment, where Aitana lounges in breezy outfits while spotlighting three standout Fendi bags: the Peekaboo, the Baguette, and the Sunshine Shopper. Each bag features playful textures—think raffia, denim, and coral bandana prints—that bring a fresh, carefree vibe.

Styled by Isabel Greece, Aitana’s wardrobe leans into nature-inspired embroidery and easy, flowing silhouettes. The color scheme—coral red, seafoam green, sandy terracotta, and sky blue—feels like a beach getaway captured in fashion form.

More than just a seasonal style moment, the campaign also celebrates Fendi’s 100th anniversary. The soundtrack? Aitana’s new single, “Segundo Intento,” adding a personal, melodic layer to the visuals.