Brand ---≻ Fendi
Fendi x Beats by Dre Headphones

FENDI showed off a new collaboration with the hip headphones company at their show in Milan Monday night, set to launch at the end of this year.

The headphones are crafted in selleria leather and handstitched by Fendi’s artisans. An ultra-luxe black crocodile leather version was also created to celebrate the launch.

They’ll hit stores with ten color options including sunflower yellow, fire red, emerald green, blackboard and asphalt, all in ton sur ton design with the Fendi logo on the side and top.

Last year Beats by Dre unveiled a collaboration with Alexander Wang for limited edition versions of the brand’s Pill speaker, Studio headphones, and Urbeats earbuds.also licenses the first lines of Maison Martin Margiela, Dsquared2, Viktor&Rolf and Vivienne Westwood.

Category: Miscellaneous Brand: Fendi Archive: June '14
Fendi reveals new shades with rising star Kiesza

The Italian luxury brand has teased details of a new eyewear campaign starring up-and-coming Canadian singer Kiesza.

Kiesza was the star guest at a FENDI party in Cannes that celebrated the ‘secret’ Fendi video that will appear in June, starring the pop star and showing off the Fendi Color Block Sunglasses collection for Summer 2014.

Directed by Ruth Hogben, the video sees Kiesza dancing along New York City skylines in an explosion of color that references the colored and transparent acetate layers in the Fendi Color Block eyewear.

Check out this film released by Fendi which mixes footage from the film with scenes from the glamorous Cannes event:

Category: Eyewear Category: Video Brand: Fendi Archive: June '14
Fendi celebrates new store with celebrity bag auction

FENDI is launching a star-studded charity handbag auction to celebrate the opening of its new London flagship.

Tracey Emin, Gwyneth Paltrow, Naomie Harris, Cara Delevingne, Jerry Hall, Georgia May Jagger, Zaha Hadid, Tanya Ling, Adele, and Kate Adie will all customize the brand’s Peekaboo bag with the results going on sale to the public via an online auction in aid of children’s charity Kids Company.

Category: Opening Brand: Fendi Archive: May '14
Fendi opens new flagship store in London

Fendi opens a new flagship store in London on New Bond Street.

Covering three floors and spread over 6804-square-feet, the new Fendi flagship is situated on New Bond Street within a historical 19th century brick-and-terracotta building. The new store features Fendi’s new men’s retail concept.

Category: Opening Brand: Fendi Archive: May '14
Fendi opens in Munich first mono-brand store in Germany

Fendi (LVMH Group) opens this week its first store in Germany in the city of Munich. Located at 12 Maximilianstrasse, the leading shopping street in Munich, the new Fendi store covers 180 sqm and feature the complete range of men’s and women’s ready to wear and accessories collections.

The opening of the new Fendi store in Germany is also celebrated by Karl Lagerfeld’s photo exhibition “The Glory of Water”, which was shown previously in Paris in 2013 with the occasion of the new store opening on Avenue Montaigne.

Category: Opening Brand: Fendi Archive: February '14
Fendi Casa collection 2014

Christian Dior hosted earlier this week its second runway show in Russia since 1959, celebrating the 120th anniversary of GUM, Moscow's iconic luxury department store.

Dior's catwalk show was staged from a gigantic cube opening up on the Red Square, with the entire set up inspired by Salvador Dali paintings.

The show-room inside was decorated with balls of mirrored glass to reflect models during the runway show, while 50 year photographs remembered the 1959 catwalk show.

Category: Miscellaneoys Brand: Fendi Archive: February '14
Fendi and Thierry Lasry to launch eyewear line

Fendi and Thierry Lasry have announced a new eyewear capsule collection for Spring 2015, the first time that the Italian company has collaborated with an external designer on its accessories.

Pietro Beccari, chairman and CEO of Fendi, was excited about the link-up with Lasry, telling WWD that he is “one of the most creative and coolest eyewear designers of the moment.”

In fact it was a sense of shared values (savoir faire, innovation, tradition and experimentation, which are at the core of Fendi’s DNA) which helped build the relationship between the two companies, he added.

Thierry Lasry launched his namesake brand in 2006 and manufactures his handmade designs in France, but this upcoming capsule collection will be produced by Fendi’s eyewear partner Safilo.

Lasry’s designs can be found in upmarket stores around the world including Colette, Opening Ceremony and Bergdorf Goodman.

Category: Eyewear Brand: Fendi Archive: November'13
WATCH: Fendi unveils ‘bag bugs’

Fendi has released a minute long video which mixes finger puppetry, cool illustrated cut-outs and a smidgen of animation to celebrate its new bag bugs.

Designed to look like mini-meteorites, the furry wee fellows don’t have pockets themselves but operate as cute accessories for Fendi’s luxurious hangbags.

“Their viral invasion has finally come in,” says Fendi, as the little guys go on an adventure that includes automobiles, sailboats, silly squirrels, and a Moulin Rouge style can-can finale.

The $700 accessories are made from mink and fox fur with a leather and silver strap to attach them (or chain them down, depending on how active your imagination is) to your bag. Adding to the monster theme, the video also features a luxurious Peekaboo bag with a pair of snakeskin eyes.

Category: Video Brand: Fendi Archive: November'13
Fendi Celebrities - Cara Delevingne

Effortlessly cool - Cara Delevingne carries the new Fendi 2Jours bag with a Bag Bugs charm from the Fendi Spring/Summer 2014 Collection.

Category: Celebrities Brand: Fendi Archive: October '13
Fendi opens new flagship store and showroom in Milan

Fendi is opening this week its brand new flagship store in Milan at 3, Via Montenapoleone.

Coverin two floors, Fendi's new flagship in Milan follows the concept of the recently inaugurated flagship store in Paris on Avenue Montaigne, including Made to Order service, a Fur Salon and an offering of Baguette bags with limited editions of up to 5 pieces.

Early 2014, Fendi will also inaugurate a new showroom with offices within Fondazione Arnaldo Pomodoro in Via Solari 35, already the site of Fendi catwalk shows and exhibitions since 2005.

A permanent art installation will be set up at the new Milan quarters "Ingresso nel Labirinto", while the house will periodically organize temporary art exhibitions.

(CPP -Luxury)

Category: Opening Brand: Fendi Archive: September '13
FENDI moves its headquarters into Palazzo della Civiltà in Rome, in a deal worth €42 million

Following its project to contribute to the restoration of some of Rome's iconic fountains, including Fontana di Trevi, Italian luxury house of FENDI (owned by LVMH) has struck a 15 year lease deal for the Palazzo della Civiltà in Rome, which will become its new headquarters from 2015.

With the occasion, Pietro Beccari, CEO Fendi said 'Our Palazzo Fendi and Palace of Civilization will be the symbols of our Roman roots in a continuous dialogue between tradition and modernity, elements that characterize our brand'.

Brand: Fendi Archive: July '13
How Fendi's CEO, shakes up the world of luxury fashion

Since taking over as CEO of Fendi less than 8 months ago, Pietro Beccari, has defiantly re-invented the Fendi brand, enhancing its luxury positioning, a level higher than any of the LVMH or Kering fashion brands, boosting desirability, yet maintaining exclusivity and, sensibly broadening its consumer target.

And his achievements are even more remarkable given the fact that Beccari, at least in theory, must have had the same opportunities at Louis Vuitton (Fendi sister company within LVMH), where he held the very high-sounding positioning of Group Executive Vice President, Marketing and Communications, for quite some time.

But how did Beccari achieved this in such a short time? Much like a designer, a talented marketing communications professionals needs freedom of expression and 'free-hand' to maintain his level of responsibility. When arriving at Fendi, he found a smaller team a top designer – Karl Lagerfeld (who also 'happens' to work for Chanel), the Fendi family (founders of the brand) very much involved in the day-to-day operations (especially Silvia Venturini Fendi) and last but not least important he found Rome.

Besides Brioni which has its headquarters in Rome and Valentino operating an haute couture atelier, Rome has become a retail destination for most Italian luxury, who manufacture and operate in Northern Italy. The once Alta Moda – Rome’s couture fashion week has long lost its sparkle, for this year's edition, organizers have sufficed to be able to tap French designer Jean Paul Gaultier as the main couturier to show during Alta Moda.

And then, Beccari used common sense. Unlike the Chanel Maison which breathes through Lagerfeld, at Fendi, his presence has always been almost subdued and discreet (which is a word hardly to be associated to Lagerfeld). Consumers would hardly buy a Fendi product because its design is signed by Lagerfeld. He also realized that the presence of the founder family is also discreet but in an effortless way. And then there is Rome, which is not only Fendi’s birthplace and home to the imposing Palazzo Fendi, but it is where the DNA of the brand lies.

Beccari's latest 'move' was to bring Rome to Paris, a project called The Glory of Water scheduled during the Paris Haute Couture Week, creating an artistic 'dialogue' between the two cities. What a better way to celebrate the opening of the new Fendi flagship store on Avenue Montaigne than with a photography installation by Lagerfeld’s on the River Seine with pictures of Rome’s beautiful fountains, while drawing inspiration from Histoire d’Eau, a trailblazing fashion film that in 1977 served as the launch of Fendi’s very first ready-to-wear collection.

The photography exhibition did mark the opening of Fendi's new flagship store in Paris, the re-launch of FENDI.COM and the restoration of the Trevi Fountain for which Fendi will make a donation, but the attention was, subconsciously, on Rome! I would compared this brilliant marketing exercise to last year’s Cannes Film Festival, where L’Oreal and Chopard allocate gigantic sponsorship budgets, and where Miuccia Prada’s collaboration with Martin Scorsese, grabbed the entire attention.

Similarly, during last week’s Paris Haute Couture, Diego Della Valle's ‘mysterious' has eventually made the first step in re-launching ythe legendary Elsa Schiaparelli house (which he acquired two years ago). The choice of a display of gowns created by Christian Lacroix (a one time collaboration) seemed futile and even lacklustre, in comparison with last year's stunning exhibition at the Met in New York Schiaparelli and Prada: Impossible Conversations - who better than Miuccia Prada to understand that Schiaparelli’s genius is impossible to be re-interpreted or replicated but it can only be challenged!

Without a Creative Director such as Miuccia Prada, no other designer (still no name confirmed) will be able to understand Schiaparelli! – unfortunately, this is very unlikely, unless Diego della Valle (Tod's Group) will come to this realization and present Schiaparelli as a gift to Miuccia Prada and go back to what he knows best – shoes and leather goods!

In their obsessive quest to conquer the world by opening more and more stores, many luxury brands (Prada, Armani, Ferragamo – to name a few) seem to have forgotten that luxury is not only about exclusivity, desirability, craftsmanship, quality, creativity but it is also about SURPRISE! In other luxury sectors, it may bear different names but with the same importance – in hospitality – 'the WOW factor', in watches 'precision' etc.

As for product development, Fendi made yet another innovative move created an 'IT bag', the 'Baguette' probably the first IT luxury bag launched in the past 5 years, which in stores and at events is mounted on what the house calls 'the Baguette wall'. The versatility of the range (colours, materials, finishes etc), the merchandising and the endless capsule collections can be created (in Brazil, for the first Fendi store, several Baguette models were created by local designers) reach out to the younger generation which all major luxury brands crave for.

Fendi's latest surprise 'Fendi 2Jours', exclusively at Harrods in London, where only 5 bags are available (hand-crafted) for 2 days only (8 and 9 July). It is yet another very simple idea borrowed from the luxury watch industry – the collectors’ strategy. And this could lead, naturally, into a non-discount policy, but not imposed by a ‘strategic vision’ but because, consumers seek to collect items….

A lesson for the majority of the LVMH fashion brands, which are still 'lost in transition' such as Givenchy run since last year by Prada's no 2 executive or Emilio Pucci run by an ex Ralph Lauren store manager. Their innovative touch since taking over – Givenchy is no longer showing at Haute Couture (this was the second consecutive year) but it has just launched a line of ‘fashion’ watches. As for Pucci, last year, soon after taking over her position, the new CEO launched an campaign with a dedicated website for men's swim trunks.

Kering Group is no exception, and probably the best example is how fast controversy can destroy the DNA of the brand – conducting a most confusing re-branding strategy (Yves) Saint Laurent but only for ready to wear, as L’Oreal was more sensible in evaluating the nonsense so the make up and perfumery remains YSL. And in a final blow, as if not enough damage has already been done, the visionary CEO of Saint Laurent resigned to move to Apple Inc, the company he used to work at the beginning of his careers.

I leave it up to you to judge or better to say contemplate the element of SURPRISE

Oliver Petcu

Brand: Fendi Archive: July '13
Fendi opens new flagship store in Paris on Avenue Montaigne

Italian luxury house of Fendi has inaugurated its new flagship store in Paris at 51, Avenue Montaigne.

The new Fendi store covers 600 sqm on 3 floors and features both men and women apparel, leatherwear, accessories etc.

Among the highlights of the new Fendi store ate the Made-to-Order space enhanced by an installation signed Maria Pergay and an 'Haute Fourrure' lounge dedicated to fur coats and fur accessories.

A luxuriously designed wall is dedicated to Fendi's icon bag 'Baguette'.

The opening of the new Fendi flagship store is marked by an outdoor exhibition of Karl Lagerfeld's photography set of Roman fountains, entitled 'Glory of Water' which will be unveiled July 3rd on the banks of river Seine.

Category: Opening Brand: Fendi Archive: July '13
Fendi opens debut store in Brazil

Italian luxury label Fendi is unveiling its first boutique in Brazil in the city of São Paulo. Open from June 5, and located in the city's Citade Jardim Mall, Fendi's first boutique in Brazil is a 3,800-square-foot space in the booming commercial capital.

Alongside the Fendi men's and women’s ready-to-wear and accessories, the store will stock limited edition Brazilian items inspired by the country's colorful flag including the brand's famous "Baguette" bag and a Brazil-themed scarf.

Despite the warm Brazilian climate, the store will also carry around 20 furs: "there's a growing appreciation for luxury there," Fendi's CEO Pietro Beccari told WWD.

Brazilian customers "travel a lot and they represent a very big potential for us. They buy all categories: our bags, ready-to-wear and furs. It's about a Fendi silhouette."

This week the brand hosted 200 guests for a star-studded dinner at the Museum of Modern Art which honored Beccari and designer Silvia Venturini Fendi.

On the guestlist were some of Brazil's biggest fashion names including supermodels Ana Beatriz Barros and Izabel Goulart.

Category: Opening Brand: Fendi Archive: June '13
Fendi opens in Sao Paulo its first store in Brazil

Italian luxury house of Fendi, owned by LVMH, is opening tomorrow its very first store in Brazil, in Sao Paulo with the Cidade Jardim Mall. For the occasion, a limited edition Baguette has been created as a tribute to the Brazilian flag.

In celebration of Fendi's first boutique, Vogue Brazil hosted a private dinner at the Museu de Arte Moderna de São Paulo (MAM) to honor Pietro Beccari (Fendi CEO) and Silvia Venturini Fendi.

Guests included Ana Beatriz Barros, Izabel Goulart, Constanza Pascolato, Donata Meirelles, Leda Catunda, Nina Pandolfo.

Category: Opening Brand: Fendi Archive: June '13
Fendi and Karl Lagerfeld stage photo exhibition

The creative director of Italian luxury label Fendi will oversee an exhibition of his photographs featuring some of Rome's most beautiful fountains.

Lagerfeld was in Rome earlier this year for the announcement that Fendi would be restoring the city's historic Trevi fountains.

Lagerfeld has obviously found real inspiration in the project as the latest news from Fendi is that the brand has worked with the photographer and designer to document the fountains for an exciting new project.

Fendi will stage an elaborate and free public exhibition of Lagerfeld's photos in Paris during the city’s haute couture presentations this summer.

Titled "The Glory of Water," the photos will be housed in a series of dark domes erected on the banks of the Seine open from July 4 to 14, which will also coincide with the opening of Fendi's new Avenue Montaigne flagship store.

Fine art and photography publisher Steidl will also produce a cloth-bound 120-page volume collecting together the photos.

Category: Miscellaneous Brand: Fendi Archive: May '13
The new Fendi boutique at Printemps Haussmann
Category: Opening Brand: Fendi Archive: May '13
Fendi Celebrities - Uma Thurman

UMA THURMAN wearing a silk geometric print dress from Fendi Pre Fall 2013 at Joyful Revolution Gala in New York.

Photo credits: Star Traks Photo/FENDI

Category: Celebrities Brand: Fendi Archive: May '13
Fendi Celebrities - Lucy Chadwick

Artist Lucy Chadwick in a tridimensional leather blouse and skirt from the Fendi SS13 Collection.

Category: Celebrities Brand: Fendi Archive: February '13
Fendi Celebrities - Louise Bourgoin

Louise Bourgoin in a Fendi grey needle punched coat with astrakan details and a multicolored 2Jours clutch from the Fendi Pre-Fall 2013, paired with a black T-shirt with galuchat effect from the Fendi SS13 Collection.

Category: Celebrities Brand: Fendi Archive: February '13
Fendi Celebrities - Jessica Alba

Jessica Alba wearing a Fendi Pre-Fall 2013 silk blouse and silk pants

Category: Celebrities Brand: Fendi Archive: February '13
Fendi 'Peplum People' Film by Karl Lagerfeld

German designer Karl Lagerfeld has stepped behind the camera to shoot "Peplum People," a Spring-Summer 2013 video for Italian brand Fendi.

Titled "Peplum People," the film was produced on the set of the brand's latest print advertising shoot. Supermodels Kati Nescher and Saskia de Brauw, looking slick in sunglasses and gelled hair, trot around town in the brand's summer styles.

A pair of gladiator-outfit-clad male models, Joseph Dolce and Willy Cartier, strip off for some splash-about fun in the pool before the foursome unite for an evening out.

The boys are dressed up in Fendi tuxedos while Nescher and de Brauw show off the brand's golden red carpet outfits.

Link Video Category: Video Brand: Fendi Archive: February '13
Fendi Celebrities - Valeria Bilello

Sanremo, febbraio 2013. Valeria Bilello ha scelto una FENDI Peekaboo in vitello color miele e un cappottino verde FENDI Vintage

Category: Celebrities Brand: Fendi Archive: February '13