Fendi Autumn- Winter 2016-17, Rome

July 9, 2016

Fendi celebrated its 90 years with an unforgettable spectacular show at Rome’s Trevi Fountain water , the wolrd famous, Fontana di Trevi , last Wednesday , which turned out to be a venue for that night’s Legends and Fairytales haute fourrure show.

But to rewind, scoring one of the most famous fountains in the world wasn’t an easy feat (these large scale, big money productions rarely ever are). Regardless of the fact that the brand was founded here opening its first boutique in 1926 in Via del Plebiscito, Italian bureaucracy isn’t simple to navigate. Last month, Rome got a new mayor, and as it turns out, the new mayor – lawyer Virginia Raggi, the city’s first ever female mayor – is an environmentalist and part of the anti-luxury movement, and so the idea of a fur-centric collection by an uber luxury brand staged on the Trevi Fountain would seem impossible at worse, overly ambitious, at best. But Fendi does possess a trump card, to the tune of 2.6 million euros in fact. It’s the amount the house poured into the fountain’s restoration project. It swayed it.