In an exclusive interview, the Creative Director— Accessories, Menswear and Kidswear, Silvia Venturini Fendi talks about the values, history and heritage of Fendi
What was it like to grow up in the Fendi family?
Family and work were very interconnected. I was always in and out of workshops and offices, watching my mother and aunts work like crazy at the atelier. It was the centre of Fendi family life and I always wanted to be there.
What are the values of Fendi that apply to your personal life and the business empire?
It is great to be born in such a family. I always felt I had to cope with a great example, which my mother and her sisters were leaving for me. It is a huge responsibility, but so stimulating. Boundless creativity, excellence, quality, functionality, experimentation and a passion for making things by hand are some of the values Fendi shares and exemplifies our motto that ‘Nothing is Impossible'. When we sold, I stayed on for the qualities I have shown over these years.
What are the distinctive features of a Fendi product? How would you like your clients to recognise it?
Sophisticated and quality products with an unexpected combination of coloured iconic shapes and luxurious materials.
3Baguette and Micro Baguette by Sarah Jessica Parker
How close is India to the Fendi empire?
I think Fendi is very successful in India, because it is a brand that is very much attentive to high-quality materials and refined details, such as particular embroideries, enrichment of precious stones and handmade stitching. This surely is appreciated by Indian women, who are renowned to be sensitive to the excellence of materials, workmanship, history and heritage of
a brand.
Tell us about the iconic Fendi products.
There is a long and rich history; the house of Fendi was born as a handbag shop and a fur workshop in Rome, in 1925. We were still a family business when the Baguette became an international phenomenon of the fashion world and revolutionised the industry by defining an archetype of style; since 1997, it has seen more than 1,000 versions.
Another winner is definitely the Peekaboo, a more structured and classic bag with a more unexpectedly precious inside than the outside. Launched in Spring-Summer 2009, it is characterised by the brand’s tradition of researched materials combined in particular ways, thanks to the triumph of artisan skills and wit.
3Baguette by Rihanna
The Peekaboo embodies the essence of Fendi's spirit—the appreciation of rules alongside a truly unique creative offering.
Fendi's iconic Selleria leather line, originally created by Adele, is till date made completely by hand using the original techniques. The bags of the line have been named after a woman in the family plus the number of stitches used to create it.
Clue us in on your new launch in New York City.
After our new boutiques in Milan’s Montenapoleone, Paris’ Avenue Montaigne and London’s New Bond Street, we are very happy about this new flagship store in the prestigious Madison Avenue at 57th Street, designed by Peter Marino. It reflects the highest level of Fendi craftsmanship, obsession for details and the overall heritage of the brand.
Tell us more about the 3Baguette project?
3Baguette Project
The 3Baguette is an evolution of the iconic Baguette bag. It is a contemporary reinterpretation of the Baguette, yet maintaining its original shape, making it more sheer and structured with a contemporary and interesting functional twist, playing with the most iconic part of the Baguette—the buckle.
On the occasion of the opening of the New York boutique, we collaborated with a special group of iconic women—Rihanna, Sarah Jessica Parker, Rachel Feinstein, Jourdan Dunn and Leandra Medine—inviting them to personalise their own 3Baguette bag. These bags are now being auctioned online through a dedicated online site, 3baguetteauction.fendi.com, to benefit five charities chosen by these women.
What’s next for Fendi?
Our upcoming Fall/Winter 2015-16 Collection!
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