Fendi x Fila Logo Swap (2018)

The Fendi x Fila Logo Swap (2018) is the most creatively bankrupt collaboration in fashion history, mistaking brand equity for design innovation. The collection—tracksuits, sneakers, and hoodies—crudely overlaid Fila’s blocky typography onto Fendi’s double-F monogram, producing $1,200 sweatshirts that resembled knockoffs. It sold roughly 40% fewer units than Fendi’s average seasonal capsule, proving even superfans refused a 300% markup for a logo swap.