With a packed show calendar during Milan Fashion Week, it takes a lot of thunder to remain in the limelight, however Fendi managed to do just so. The luxury Italian furrier on Thursday presented its SS14 catwalk collection, opened anew flagship boutique in Milan and debuted an exhibition titled 'Making Dreams: Fendi and the Cinema."
“It’s a cultural moment in Milan, we are happy to lend a hand to fashion week, as it is important that it affirms itself in the world. We want to contribute to making it more interesting and attractive,” WWD reported Fendi CEO Pietro Beccari as saying.
Cultural contribution to MFW
The two-floor, 5,400 square foot flagship store has been relocated onto the prestigious Via Montenapoleone from Via Sant’Andrea, with the 16th-century Casa Carcassola-Grandi featuring a neoclassical-style facade.
The opening comes on the heels of the new Avenue Montaigne store in Paris in July with both stores designed by Tokyo-based French architect Gwenael Nicolas.
“The year 2013 was one of energy and activity, we are very satisfied,” said Beccari, who spoke of strong investments in Europe and “in the heart of luxury,” Italy and France, with plans also to revamp its London flagship next.
In the exhibition, meanwhile, Fendi pays tribute to the movies through a special project linked to the award-winning 1974 film ‘Gruppo di famiglia in un interno’ by Luchino Visconti.
There is also a special documentary entitled ‘Conversation Piece’ by movie director Ferdinando Cito Filomarino, as well as a book on the film curated and written by Quirino Conti, edited by Rizzoli.
Image: Fendi SS14