Hi everyone!
Today
I am taking you to Italy
for my first report on the Milan Fashion Week:
The
FENDI Spring/Summer 2013 collection !
The
show was organised via Solari, at the Arnaldo Pomodoro Foundation, with
a huge stand organised outside to welcome the VIPs attending the show.
a huge stand organised outside to welcome the VIPs attending the show.
Designer
background:
The Fendi
company was created in 1925 by Edoardo and Adele Fendi, and was originally a fur
and leather shop in Rome. In the following decades, the collections were enlarged
to apparel, and currently to fragrances, eyewear and watches.
The company became famous for designing the “Baguette” bag in 1997, the first bag with
a very small size and short handle to be worn, like a French bread, under the arm.
The bag also benefited from celebrities marketing with Madonna being one of the
numerous early customers, and the bags being borrowed for the series “Sex & the City”.
and leather shop in Rome. In the following decades, the collections were enlarged
to apparel, and currently to fragrances, eyewear and watches.
The company became famous for designing the “Baguette” bag in 1997, the first bag with
a very small size and short handle to be worn, like a French bread, under the arm.
The bag also benefited from celebrities marketing with Madonna being one of the
numerous early customers, and the bags being borrowed for the series “Sex & the City”.
In
1999, LVMH and Prada jointly acquired a 51% stake in Fendi (valuing the whole
company to $850m). In 2000 LVMH bought the 25.5% stake of Prada, and in 2002 increased its
stake in Fendi to 67%. By 2004 LVMH had become the sole majority shareholder in Fendi.
company to $850m). In 2000 LVMH bought the 25.5% stake of Prada, and in 2002 increased its
stake in Fendi to 67%. By 2004 LVMH had become the sole majority shareholder in Fendi.
For
the celebration of the design’s 15th birthday, Fendi created in 2012
a range of limited edition designs, with prices ranging from 500£ to 3,800£, offering
a revival to this iconic vintage bag:
Today
the Fendi designs are created by Silvia Venturini Fendi (also President of
AltaRomAltaModa) and Karl Lagerfeld (creative director for Fendi since 1967, and
for Chanel since 1983).
The
current CEO of Fendi is Pietro Beccari – appointed in February 2012 – who
joined after being Executive Vice-President of Marketing and Communications for
Louis Vuitton during 6 years.
You will find below the press article provided by Fendi at the show
as to how they would describe their collection best:
Spring summer 2013
Multiples lenghts, overlay and architectural interplay build fluid and clean volumes
Proportions: the importance of the new shoulders, rounded, strong, caped. Rising sun sleeves which lighten the whole collection
Unlimited and innovative combinations of luxurious materials and workmanship
Like in painting, the balance of proportions of colour create other dimensions: peach pink, electric pastel blue, yellow, orange and an extraordinary poppy red…
In the first part, being the main one, Fendi played with geometric shapes cut on plain materials
with the outfits bringing together pieces in different colours. The result was an explosion of very
summery pastel tones ranging from the trendy coral orange to a vintage yellow and a pale
blue – while still using a traditional black for assortments.
You will find below the press article provided by Fendi at the show
as to how they would describe their collection best:
Spring summer 2013
Fendi’s explosive summer
Splitting dimensions create new feminine and upbeat silhouettes
Multiples lenghts, overlay and architectural interplay build fluid and clean volumes
Proportions: the importance of the new shoulders, rounded, strong, caped. Rising sun sleeves which lighten the whole collection
Unlimited and innovative combinations of luxurious materials and workmanship
Marquetry of fur, inlay of taffetas, neoprene coupled leathers, weightless crocodile nappa, tiled knitwear, technical double crepe silk, three-dimensional sequin embroidery, exploding prints…
Like in painting, the balance of proportions of colour create other dimensions: peach pink, electric pastel blue, yellow, orange and an extraordinary poppy red…
The shoes feature a sharp, detonating heel and unexpected articulated bridges
Baguette, Peekaboo, 2Jours: timeless shapes are stripped of every buckle, and an amazing craftsmanship resets and reinforces FENDI’s iconic handbags
Fendi created for this season three main sets of clothes:
In the first part, being the main one, Fendi played with geometric shapes cut on plain materials
with the outfits bringing together pieces in different colours. The result was an explosion of very
summery pastel tones ranging from the trendy coral orange to a vintage yellow and a pale
blue – while still using a traditional black for assortments.
The "2jours" bag
The full collection was enhanced by the very representative and well-known Fendi bags in assorted colours, their eyewear pieces - also showing this season a mix of vintage colours on distinct joint bridges - and of course the shoes, with geometric volumes on the heels reflecting the main theme of the season.
The "PeekaBoo" bag
The "Baguette" bag
The second set of clothes was done with a light floating material cut in large shapes,
using a pattern that creates depth volumes thanks to the effect of colours thrown together.
The last one, clearly an evening wear range, was composed of clothes and
accessories (including bags, little capes, jackets) all made of silver sequins.
At the end of the show, Karl Lagerfeld and Silvia Venturini Fendi (unfortunately i couldn't
get a full picture due to the ceiling decorations) came out for the final:
get a full picture due to the ceiling decorations) came out for the final:
My next 3 reports for the Milan Fashion Week will be about Genny, Giuseppe Zanotti
and Roberto Musso, and there is even more to come after that !
