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Fendi launch exclusive menswear pop-up at Dover Street Market

With men’s fashion month coming to a close - New York are the only fashion capital left to showcase - the world’s sartorial eye is focussed keenly on what our male counterparts are wearing.

And while mega-mini shorts, tropical shirts and anoraks are all on the menswear radar for spring/summer 2018, this summer sees style savvy gentlemen reaching for bold hues and slogans. Enter Fendi.

Launching this month and open until July 9, the Italian fashion brand has introduced an exclusive menswear pop-up store dedicated to ‘the Fendi Vocabulary’ - a key theme for its autumn/winter 2017 collection.

Slogan terms such as ‘LOVE’, ‘TRUST’ and ‘HOPE’ - said to have been inspired by the lexicon of Nobel prize-winning American writer Ernest Hemingway - appear throughout the store and emblazoned on clothing via a curated selection of limited edition ready-to-wear pieces, shoes, bags and accessories.

Acknowledging that such words are "very simple and common", Silvia Venturini Fendi believes that "in their simplicity [they] have a very important meaning that is going to be forever and that can help us in difficult moments."

"There are so many changes going on and things are moving faster and faster in the world, that is why I think that we have to evolve and look at the future with an optimistic attitude that can help us facing all these changes and challenges."

"Yet, we have to look forward without forgetting the fundamental values of the past. That is why I have chosen to use and print these universal key words on clothes, bags and accessories."

Simultaneously lunching similar stores in Tokyo and New York, Fendi is targeting its ‘rapidly growing male customer base’ in some of the fashion industry’s most ‘important cities’.

The limited edition collection will be available in-store at Dover Street Market and online on the brand’s official website fendi.com