Turning streetwear into fashion is nothing new. It has been a staple of 21st-century style to make oversize tops, graphic slogans and geometric lines into sporty clothes.
So the re-branding of Fay
, the outerwear and casual brand from the Tod’s empire, saw a sportswear dynamic with the tag “Fay Time” on tank tops, sweater seams or giant backpacks. Any space left was made over to images of Lucy, the cartoon character from Charles Schulz’s Peanuts.
The once aggressive connection with this rapper look was further sanitised by the use of pale pink and an overall feeling of youthful fun, rather than rebellion.
Designers Tommaso Aquilano and Roberto Rimondi, better known for their rich fabrics and historical vision, were on a mission to connect Fay to the wired world. They used techno fabrics, seamlessly connected to Italy’s luxurious and elegant manufacturing.
But the stand-out pieces from this company built on footwear were the basketball shoes, feminised with a heel and a strap to make them a cute accessory for a Milanese schoolgirl or her global equivalent.