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Fendi’s New Perfume Assortment Is All About Its Prolonged Household Members


MILAN — Seven scents for seven Fendi personalities. 

The Roman trend home is gearing up for the large celebrations of its centenary subsequent yr by releasing a high-end perfume assortment. The vary goals to pay tribute to the corporate’s historical past and key members of the Fendi prolonged household, from the founder to its latest generations, passing by the likes of Kim Jones and Silvia Venturini Fendi.

The olfactory challenge — the model’s first in additional than a decade — has been developed in-house with the help of the LVMH Moët Hennessy Louis Vuitton perfume division and is hitting the Fendi shops and e-commerce subsequent month.

“It began from a dialog I had with the folks at LVMH and collectively we thought concerning the nice alternative that launching a household of fragrances would have represented forward the centenary’s celebrations in beginning to retrace the historical past of the Fendi household in a brand new means,” the corporate’s chief government officer Serge Brunschwig instructed WWD.

“Our purpose is to shock [customers] and make 2025 a novel yr for Fendi,” he continued. “That’s been our motivation over the previous months: to precise all of the extraordinary options of this model and use the centenary to relate who we’re, what we wish to say, what’s our historical past and key codes.”

From right to left: Delfina Delettrez Fendi, artistic director of jewelry; Silvia Venturini Fendi, artistic director of accessories and menswear; Kim Jones, artistic director of couture and womenswear.

Delfina Delettrez Fendi, inventive director of jewellery; Silvia Venturini Fendi, inventive director of equipment and menswear, and Kim Jones, inventive director of couture and womenswear.

Courtesy of Fendi

Brunschwig mentioned the perfume assortment represents a brand new chapter in comparison with what has been developed beauty-wise up to now. Former scents included the likes of L’Acquarossa and Fan di Fendi, which adopted earlier perfumes developed beneath license. 

The brand new challenge differs by way of method, positioning and distribution, with the scents retailing at 300 euros every and obtainable solely on the model’s personal retail community.

Shying away from providing gross sales projections and targets, Brunschwig confused the challenge is extra instrumental in enriching the Fendi narrative slightly than at pumping its money registers. “It is a crucial implementation for us, as including this class to the shops allows us to strengthen our storytelling and have an additional dimension to deepen the bond between our gross sales assistants and clients,” he mentioned.

The chief additionally highlighted the choral nature of the challenge, which was two years within the making and was led by Jones, who’s Fendi’s inventive director of couture and womenswear; Venturini Fendi, inventive director of equipment and menswear, in addition to her daughter Delfina Delettrez Fendi, inventive director of jewellery. 

They labored carefully with grasp perfumers Quentin Bisch, Fanny Bal and Anne Flipo, who’ve been tapped to create the seven scents by using extremely concentrated elements encompassing orange blossom absolute from Tunisia; bergamot from Italy’s Calabria area; patchouli from Indonesia; iris from France, and vanilla from Madagascar, amongst others.

The Perché No fragrance by Fendi.

The Perché No perfume by Fendi.

Courtesy of Fendi

Every perfume was impressed by a persona, ranging from the home’s matriarch Adele Casagrande Fendi, who kickstarted the enterprise in 1925 by opening a fur and leather-based items workshop in Rome with husband Edoardo Fendi. The fragrance devoted to her is aptly referred to as “Casa Grande,” referencing each her maiden title and the Italian translation of “nice home.” Crafted by Bisch, the scent blends myrrh, amber and leather-based with notes of cherry, vanilla and tonka bean absolute.

Evoking the reminiscence of a mom’s kiss, the floral scent “Dolce Bacio” is devoted to Anna Fendi, the founder’s daughter and one of many legendary Fendi sisters. “It’s the scent that personifies my mom. A girl who’s each very robust and really mild, a standard trait of all Fendi girls,” mentioned Venturini Fendi of the scent, which mixes Damascene rose and patchouli.

The designer, who represents Fendi’s third era and is behind iconic creations such because the Baguette and Peekaboo luggage, is embodied by the recent scent “Perché No” — a reputation winking to the Italian expression for “Why not” that she has become her mantra.

By means of notes of sandalwood and pepper accents, Venturini Fendi needed to evoke a white sheet drying within the solar within the backyard of “I Casali del Pino,” her property within the Roman countryside the place the Fendi household gathers on weekends.

With “Prima Terra,” Jones appeared to pay tribute to Southern and Japanese Africa, as a substitute. “Once we created the perfume, my want was to convey collectively all of the scents that made up this chapter of my life: my youth in Africa,” he mentioned about reflecting his childhood reminiscences and native landscapes by the likes of tangerine, rosemary and oak moss. 

In the identical vein, Fendi’s fourth era represented by Delettrez Fendi and sister Leonetta Luciano Fendi is embodied by the “Sempre Mio” and “Ciao Amore” scents, respectively, impressed by locations near the siblings’ hearts. The previous’s is the Ourika valley simply outdoors Marrakech, whereas the latter’s is the Italian island of Ponza, the place the household spends their summers.

“La Baguette” is devoted to Delettrez Fendi’s younger twins Tazio and Dardo, in an ironic reference to their snack — a slice of bread with butter and sugar — in addition to to the inception of the model’s signature accent. 

“I used to be pregnant once I designed the Baguette bag: it’s a timeless piece that can all the time be related to the concept of a brand new era,” Venturini Fendi mentioned.

The window installation created for the Fendi store in Cannes, France.

The window set up created for the Fendi retailer in Cannes, France.

Courtesy of Fendi

The Roman roots of the home are expressed by the refillable glass flacon. This has a refined arch design nodding to native structure — together with the facade of the corporate’s Palazzo della Civiltà Italiana headquarters — and is completed off by a black cap with the FF emblem in aid and a brass ring. 

The arched ingredient may even outline the particular window set up Fendi will arrange at its Cannes retailer, which would be the first to hold the gathering on June 4. The Fendi boutique in Paris’ Rue Saint-Honoré will observe on June 10, earlier than the official rollout at a big selection of Fendi shops worldwide in addition to the model’s e-commerce that can kick off on June 20. In China, the fragrances shall be obtainable beginning in September.

Along with the 100-ml format, a field with all seven fragrances provided in a miniature 10-ml measurement shall be additionally obtainable to buy at 300 euros.

To additional mark the launch, the model created the Miniature Holder leather-based appeal to have the ability to carry one’s favourite scent anyplace.

The Fendi Miniature Holder charm.

The Fendi Miniature Holder appeal.

Courtesy of Fendi

Priced at 290 euros, the accent replicates the playful spirit of the Fendi x Chupa Chups lollipop holder luggage that went viral after the model’s fall 2024 present in February. These had been constructed out of Selleria leather-based — identified for its high quality and craftsmanship, typically hand-stitched with intricate detailing — making for one of many heritage codes that Fendi has began to revamp forward of its a centesimal anniversary.

“These are good examples displaying what a model like Fendi has to do. There’s an ironic facet that has to exist: a wonderful product, an ideal method however all expressed lightheartedly,” Brunschwig mentioned.

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