Fendi plans on celebrating its 90th anniversary with a splash…in the Trevi Fountain, that is.
Fittingly, the Roman fashion house is taking its runway to the streets of Rome, bringing the catwalk to the city’s infamous wishing well. Paying homage to the brand’s 90 years of fashionable success, the show will feature the brand’s new collection of luxury fur garments and accessories, exclusively designed by Silvia Venturini Fendi and Karl Lagerfeld.
The aquatic runway venture comes as no surprise following Fendi’s introduction of the ‘Fendi for Fountains’ project in January 2013. Through the foundation, Fendi has supported the restoration of numerous fountains in the city of Romme, recently spending $2.4 million on the renovation of the Trevi Fountain.
At the landmark’s reveal last November, Fendi’s chairman and chief executive officer, Pietro Beccari, revealed the brand’s plans to help preserve four other fountains, come 2016. The Fontana dell’Acqua Paola al Gianicolo, the Mosé al Pincio, del Ninfeo and del Peschiera are among the Fendi for Fountain recipients.
“A fashion show in Rome at the Trevi Fountain is the best way to celebrate Fendi’s 90th anniversary as it expresses our roots and DNA while transmitting daring creativity and craftsmanship,” Beccari tells WWD.
Following the fashion show, scheduled for this Thursday, the spectators are invited to attend a dinner at Villa Borghese’s Pincio Terrace, which beautifully overlooks the historic Campus Martius.
The show will celebrate Roman’s innovation and ingenuity, which grounds itself in the appreciation of the ancient city and its enduring past, present and future.
If you can’t quite make the euro trip, live coverage will air July 7th on fendi90years.com.
