15 MINUTES WITH … PIETRO BECCARI, CHAIRMAN AND CEO OF FENDI
The new Fendi Maison at No. 50 marks a new store concept for Fendi. It’s all about reinstating our principles for the future of Fendi. First of all, being a world leader in the category of fur, and the fact that there’s no other furrier in the world, that Fendi is the only one. I believe we should show this to the world as we have in the past.
This store is all about fur. In front you have fur, above you have fur, then there’s a fur room. We have also glued 30,000 bronze needles, like the ones we use for the Fendi fur tablets, on the Baguette wall, so that even looks like fur. So the message is clear, that fur is the heritage and the future of Fendi? Absolutely. Fendi is the only company whose fur is over 60 percent made by Fendi, in Italy, and in the Fendi atelier. We have the one and only high- end fur atelier. There is haute couture, and we are the haute couturiers of fur. We can do that because we’ve been doing it for almost 90 years now. “Haute Fourreur”, made-to- order bags, and works of furniture art – this Parisian boutique is truly a special universe. It’s a luxurious feeling, the sophistication which today’s buyer is going towards. I believe it is time for Fendi to reveal the real nature of the brand, that it’s about sheer luxury in every detail you see, from the beautiful flowers to the tables and the art installations. We wanted this store to transpire that to people so they leave with this impression. It’s a very different retail experience. With that, would you say that Fendi is more of a furrier and a luxury house than a fashion house? Yes, and that’s exactly the point. We also have a very big fashion component, and it makes us very modern. But first and foremost we are a luxury house because we have history with a story to tell. Tonight’s story is all about the founders, and about the first “fashion film” ever to be imagined for a fashion house, featuring Karl Lagerfeld’s first ready-to-wear collection for Fendi back in 1977. And his wonderful photographs for ‘The Glory of Water’ exhibition, which talks about the past and the future of Fendi, and its connection with the world. As the brand direction has evolved, has the consumer? Fendi is about big personalities. It speaks to a woman who has no need of men, but it speaks about her femininity.