Photo: Jan Coomance
Julia Prikip, two-time world champion in sports dancing, loves to reincarnate. It was taught to this dancing, because sometimes in a few seconds it is necessary to change the image and appear in the new role, and look convincing. Julia says that she likes multifaceted and unpredictable images - both on stage and in everyday life, therefore, among her favorite brands - Fendi. In his new column, Julia tells about interesting facts from the history of the legendary Italian home, which perhaps you did not know.
My close acquaintance with the brand took place in Rome. Once, being in the main boutique of Fendi near the Spanish staircase, I was forever in love with the complexity, the unusualness and brightness of these religious fur coats. Each model is unique in its own way - a real work of art from a variety of elements! The wide range of classic fur products is diluted with interesting and unusual, sometimes even defiantly bright models, which, at the same time, I think, will never come out of fashion as real masterpieces.
I like the fact that FENDI does that I don't even mind Total Look, although this trend is now losing relevance. I can safely go out in the full image of an Italian brand and at the same time feel absolutely organic. The initial idea of the designer is a combination of some things with others - genius, so I want to wear them exactly as it was "prescribed"!
In the long fashion-history of the cult Italian home, as in the life of any extraordinary person, an artist and a creator with a capital letter, a lot of interesting and resonant events, takeoffs and falls were happening. Here are ten interesting facts about Fendi that you might not know.
Birth of legend
It all started in 1918 from the skin and fur shop on the Roman Via del Plebizio. In 1925, his mistress Adele Casaagrand married Eduardo Fyndi, and they decided to give the store name their own - Fendi. The next store appeared already in 1932 on Via Pialation. After the Second World War, five daughters of the founders were joined by a successful business or, as they are often called in the media, "five princesses fendi". The paola ovearged the garbage of fur, Anna took up the design, the franc was responsible for public relations, Charles carried out the operating leadership of the family business, and Alda took over the commercial part. In 1954, sisters decided to start cooperation with the young, but already submitting the German fashion designer Carl Lagerfeld. The fateful decision determined the success of the house for many years.
Logo Karl Lagerfelda
It was Lagerfeld that came up with the FENDI logo - literally in a few seconds sketched the composition of two letters f. At first, Double F (also known as Zucca) was applied to the lining of the fur coats, and then "brought out" - they began to place on shoes, bags. In 2018, the logo decided to "reboot" - they made a new design in favor of Millenialam. In 1966, the house introduced his first collection of fur clothing, in 1977 - the first collection of Pret-A-Porter, in 1984 it was added ties, gloves, jeans and accessories, including handles and lighters. Four years later, the first female perfume Fendi was created, in 1989 - men's. The collection for men appeared in 1990.
Cult fur coats
Thanks Lagerfeld, heavy things made of leather and fur received a new birth - they became light, beautiful and stylish. So, with the fur debut of the German fashion designer began a deafening story of FENDI fur coats that conquered the world. The brand fur coat can be seen on the actress Silvan Mangano in the film Lukino Wisconti "Family portrait in the interior", Lagerfeld also created the outfits of Isabelle Yupper in the "genuine history of ladies with camellias" directed by Mauro Bolognaii. According to Kuturier, then the house was associated with mink fur coats for housewives of medium wealth, and the sisters Fendei wanted "fresh blood". By changing the amount of material for quality, he made beautiful and researchers - Manto from a sable, a sands vest, the Lysius Transformer. Gradually, the fashion designer went even further - he created bags from fur and even dresses. Interestingly, with all this, Lagerfeld Meh himself did not wear meat, practically did not eat meat and loved animals very much. Here is such a paradox.
FENDI history scandals
Lagerfeld was often called a provocateur. And it was for what. In 1992, he, for example, invited to participate in the show of a stripper and porn actress Moana Pozzi, because of what Anna Winur was offended and even left the show! In 2015, thanks to Lagerfeld, the brand was again in the center of the scandal. At the showroom of the autumn-winter collection, he showed a unique fur coat of 36 sobular skins with fur orchid for one million euros. The high price was due to the special way of processing the fur, which acquired an amazing metallic tump. Brigit Bardo called on a brand and couture to answer and even wrote a letter to Karl's cat - a whisper, in which she asked her to stand up for animals who dare for the sake of Vanity Modnitz. While the zoaactivists protest, Fendi remains the creator of FourRere's phenomenon, which appeared due to the game of FUR words (from English "fur") and Couture (high fashion), and insists: fur - one of the most eco-friendly materials that does not require washing, while he biodegradable.
Bag-baguette
In 1997, the granddaughter of the Founders of the Stami Sylvia Venturini-Fendei came up with a bag of Baguette, which he suggested to wear under the arm in the example of the French baguette. Later, her mini-copies appeared - Cute "Croissants", who enjoyed the great attention of fashionistas. Baguette even penetrated the screens - it can be seen in the series "Sex in the Big City" in the hands of Carrie Bradshow.
Great Chinese Wall and Drying
Fendi never ceased to surprise the public with his nontrivial approach to the organization of impressions. So, for example, the spring-summer 2008 collection was arranged on the Great Wall of China, turning it into the most real podium. 88 models in the dresses of 50 and jackets with a fur finish overcame a distance of 88 meters, while maintaining professional non-vulnerable. It was the first and while the only fashion show that could be seen from the moon! Another iconic brand show was the demonstration of the fall-winter 2014 collection at Fashion Week in Milan, which was filmed in high resolution and translated drones.
Pop-Up-cafe in Selfridges
In December, Fendi opened a corporate cafe in the cult department store Selfridges in London. It appeared on the place of the 14-seater Bar The Fount, in the heart of the accessory room, on the first floor of the building. Exclusive cocktails, snacks and coffee with branded FF - Well, how to keep and not to do another photo for Instagram? The design of the space was performed in the spirit of the FENDI Roma Holiday collection with a recognizable colorful palette with a dominant powder tint. Even for the discovery, even a set of pink champagne glasses was released. On the bar chairs and porcelain cups, branded bright yellow flashes of colors, reinforced by the traditional striped fendi pattern and graphic logo. The lucky ones could try FENDI 1925 cocktails, Fendi Cosmo, Roman Passion, popcorn with pink pepper, beet chips and shortbread.
Fendi Private Suites.
The designer boutique hotel at seven rooms ranging from 36 to 60 square meters is located on Via Dei Condotti, on the third floor of the building at the foot of the Spanish stairs in Rome, and falls in love with his senses at first sight. On the second - three-room apartments for VIP customers at home. Before the fountain of Trevi, on the restoration of which Fendi allocated $ 2 million, served as a hand! Previously, Fendi offices were held here, then the headquarters moved to the Palace of Italian civilization, and the building belonging to the well-known aristocratic genus of Boncompali-Loudsisi was closed on the restoration.
The designer of FENDI Private Suites was engaged in the famous architect Marco Constance in close cooperation with the chief executive officer of Fendi Pietro Beccari. Elements of architecture and interiors have retained and carefully updated, carefully restoring each "trifle", whether it is a decor of walls or massive doors. In the interior - leather, glass, metal and wood. There is a hall, a living room with a dining room for 16 people and a fitting room with silk panels on the walls. You can have a pleasant time at the fireplace on Cipria sofa or vintage chall chairs, slowly examining albums in art. There is a lounge and on the second floor - inside the glass-cube room. Also in the building - a house store and a fur studio, where you can see the birth of the fendi masterpieces: eight masters work in front of visitors.
"Soft power" nick nick
While Moscow was drowned in the snow, the campaign of the fall-winter 2020 collection was taken in London under the sensitive leadership of the photographer and the director Nika Knight. The concept of "soft power" was investigated through femininity, glamor and seductiveness. In the pictures of the model posing in leather raincoats, lace dresses and with peekaboo bags on a pastel-pink background. Elegant decorations from soaring white curtains, reflections and shadows, supplemented with household items - a wooden bed and a chair, perfectly emphasized the essence of the female and male collections created by Sylvia Venturini-Fendei. Through the virtual "window", which is designed to the wall, can look into the outside world and see the sky over the headquarters of the house in the Palace of Italian civilization. The color palette of collections was supported by scenery: natural wheat, dairy and honey tones alternate with sky-blue and bright red flashes.
Kim Jones and Fendi
In September, the house reported on the appointment of Kim Jones, Creative Director Dior Men, an art director of his female destination. His debut collection for Fendi will be seen on January 27 at a high fashion week in Paris. The show will arrange at the Bronjar Palace, in which the Paris Stock Exchange was previously located. According to Venturini-Feni, she is glad that Kim, with whom the mutual respect and the bond of warm friendship, will join the FENDI family. "Does not wait to build the fendi universe to a new level with him," she says. According to Bernard Arno, President and Seo Lvmh Moët Hennessy Louis Vuitton, "Vision and Passion with which Jones is coming to the case will benefit and bring the success of the female Fendi line." Jones himself called his appointment "incredible honor." Interestingly, it will work for the first time over the women's collections. He is known for his passion for street fashion and successful with a commercial point by collaborations, including a pink fluffy toy for Dior Men, created with the American artist, sculptor and designer Kaws.
