As the new season starts to heat up, Spanish artist Aitana leads Fendi’s latest campaign for their Summer 2025 collection. While spearheading the Maison’s campaign with her dynamic attitude and fresh influence, she also soundtracks the visuals.

The pop singer, actress, and songwriter works hand-in-hand with the Italian fashion house, stepping into the Fendi atelier on numerous occasions, both on and off stage, most recently while celebrating the Maison’s centennial at the Fendi Fall/Winter 2025-26 show.

Photography by Sophie Jones

Featured behind the campaign’s video, Aitana’s latest single, Segundo Intento, serenades the collection of Fendi’s summer picks, while championing the Spanish pop princess’s new era. This first single, which tells the story of an escape and a search, opened the doors to her fourth studio album, Cuarto Azul.

Photography by Sophie Jones

Fendi’s summer accessory lineup highlights the Peekaboo bag, which can be seen on Aitana’s doorstep, as well as the Baguette and the Sunshine shopper, in an array of colorways and patterns—Raffia, denim, and coral bandana.

The summer collection spices up Fendi’s traditional language of soft leather and the emblematic double-F logo print, with a vibrant palette of colors, nature-inspired elements, and tassel-esque details that together create a collection reflective of a Roman or Italian summer getaway and all the milestones of the Maison’s historic past. 

Photography by Sophie Jones