Harper’s Bazaar (Malaysia) - - Style -

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.

The Fendi bou­tique on Av­enue Mon­taigne

Pi­etro Bec­cari

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