WHIS­PER on the wind

FENDI’s The Whis­pered com­pen­dium is the ul­ti­mate LUX­URY primer, says Su­jata Assomull Sippy

Harper's Bazaar (India) - - FASHION NEWS -

Each fash­ion house has it own per­son­al­ity, its char­ac­ter, DNA, and hand­writ­ing. And gen­er­ally a wo­man is at­tracted to a fash­ion house whose char­ac­ter­is­tics match her own traits. So if you are a quiet per­son, with a clas­sic style, who likes the best of the best but still en­joys an el­e­ment of quirk—your wardrobe is prob­a­bly full of Fendi. Since the Peek-a-boo bag, there have been two aspects of Fendi’s per­son­al­ity that have re­ally come to the fore—the brand’s love of dis­cre­tion and an ob­ses­sion for qual­ity. Says Sil­via Ven­turini Fendi, “The Peek-a-boo was re­ally about a new kind of lux­ury—a whis­per.” In this bag, the in­side is of­ten more pre­cious than the out­side; it’s quiet, has no overt brand­ing, and is made of the most sump­tu­ous leathers you can find. It came in at a time when fash­ion ma­jors were try­ing to lure the so-called re­ces­sion­ista. “To be trendy is to have roots,” says Sil­via.this short but pro­found state­ment, in many ways, sums up the essence of Fendi—and who the Fendi wo­man is. And this Fendi wo­man would love to get her man­i­cured hands on the The­whis­pered: Di­rec­tory of Crafts­man­ship—a Con­tem­po­rary Guide to the Ital­ian Hand­makingand­mak­ing Abil­ity.

In the famed egg-yoke yel­low of Fendi, the book comes in two vol­umes, and cel­e­brates the best of ‘made in Italy’. From alabaster mas­ter work­ers in thetus­can town of Volterra, to tra­di­tional footwear made of cotton vel­vet (the furlana), the fa­mous shops of which are close to Venice’s famed St Mark’s Square (Gior­gio Armani is among its clients), most of the ar­ti­sans fea­tured in the two vol­umes boast of skills passed down through gen­er­a­tions. And that is prob­a­bly their strong­est con­nect with Fendi. Also in­cluded is a tai­lor in Rome from whom Sil­via her­self had her clothes stitched, and where Sil­via’s daugh­ter Del­fina’s clothes were tai­lored as well. Sil­via is not only the head of Fendi’s style depart­ment, but is also the grand­daugh­ter of the founder of the brand, Adele Casagrande Fendi, mak­ing this global lux­ury brand one the few houses that still has a mem­ber of the fam­ily ac­tively in­volved in the creative process. As an LVMHowned com­pany, Fendi has Sil­via as head of style, and Karl Lager­feld as its chief de­signer since 1965. This mai­son has its roots firmly steeped in tra­di­tion, and what also sets the brand apart is that it is a Ro­man fash­ion house. Most other Ital­ian fash­ion houses, whether from Mi­lan or not, have all grav­i­tated to that north­ern city. “Fendi builds its fu­ture on its past,” says Sil­via. And The­whis­pered Di­rec­tory is very much a part of Fendi’s fu­ture. “They need to be known; we (Fendi) can­not ex­ist with­out them. We ex­ist in the con­text of Ro­man and Ital­ian lux­ury. If these dis­ap­pear, Fendi will dis­ap­pear too.” The

book is now avail­able in all Fendi flag­ship stores, in­clud­ing the one in Delhi’s DLF Em­po­rio, and is a trea­sure trove of fab­u­lous se­cret store­houses. It is a must-read for any­one go­ing to Italy.

Along­with­the­book,you­can­find The­whis­peredd Fendi sound­track, a road movie, and a travel kit, avail­able for sale in the store. The kit in­cludes sun­glasses, a shawl, and also a full travel lug­gage se­lec­tion. Of course, every­thing has that touch of the Fendi Sel­le­ria. Sil­via’s grand­mother Adele, and the founder of the brand, was a great ad­mirer of Ro­man mas­ter sad­dlers’ crafts­man­ship. She col­lab­o­rated with these ex­cep­tional ar­ti­sans in the 1920s, and came out with a lim­ited-edi­tion line of bags and lug­gage. Fendi’s Sel­le­ria line bor­rows from this tra­di­tion; each piece is com­pletely hand­made and truly unique. Of course, with such a lux­u­ri­ous travel kit—you’ll need the right car to keep it in.

That’s where Fendi has come up with a fit­ting so­lu­tion. Last Septem­ber, at the an­nual Frank­furt Auto Show, the brand un­veiled Maserati’s Gran­cabrio de­signed by Sil­via. Maserati, as one of Italy’s finest car­mak­ers, is part of the The Whis­pered. The book calls it “a show­car, no less. The force of risk, play, and tal­ent are symp­toms of vi­tal en­trepreneur­ship, of a ter­ri­tory steeped in tra­di­tion, fire and light”. Sil­via, when de­sign­ing this car, kept her re­spect for the brand fore­most in mind. “It’s a Maserati car done by Fendi, and nota Fendi Maserati,” she says. When you look at the car, you in­stantly know it is a Maserati, but it does have a dis­tinct look.the colours are the ubiq­ui­tous Fendi grey with touches of yel­low around the wheel—so that when the car moves, it has a flame-like ef­fect. It also gives a sense of dis­cov­ery, sim­i­lar to the Peek-a-boo bag. The seats, of course, are in true Sel­le­ria style, made of fine Ro­man leather em­bossed with the Fendi logo. Need­less to say, this car is made in a lim­ited edi­tion. “We like to have projects where we go in deep and com­mit. That is our style,” says Sil­via.

How­ever, the car does not mark the end of the project. By spring this year, you can ac­tu­ally go on The Whis­pered Tour and dis­cover the real soul of Italy. Get into your lim­ited-edi­tion Maserati, and with the The Whis­pered Di­rec­tory as your tour guide, you can ex­pe­ri­ence the best of Italy.this is Fendi’s next step forthe Whis­pered cam­paign. And who knows, on your trav­els, you might even find your own dis­cov­er­ies to be added to the di­rec­tory.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.