Fresh off the heels of his second haute couture collection for Fendi, Kim Jones is releasing his most retail-focused proposal for the Roman house since his arrival. But don’t call it a pre-collection. “Rather than doing pre-collections, we do large show collections and then capsule collections, which can be different things,” Jones explained, on the phone from Rome where he was shooting campaigns to come. “We’ve decided to invest more in actual show collections, which have much more visibility, and which customers can enjoy the experience of.”
So far, he said, it’s paid off. The Fendi First bag he and Silvia Venturini Fendi launched in February’s ready-to-wear show hit shelves last week and has already sold in the thousands. The F-heeled shoes are “a big hit.” Talking about his first “capsule collection,” which arrives in stores in winter 2021, Jones had his business hat firmly strapped around his chin. As someone who churns out more seasonal collections for Fendi and Dior than a bystander can count, he is—has to be—undeniably driven by sales.