Fendi launches its first high-end fragrance collection

Fendi ventures into the world of fragrances. The Lvmh Maison is kicking off celebrations for its centenary, to be celebrated next year, by launching an entire collection of high-end perfumes for the first time in its history. This new line of seven fragrances honors the Company’s history, dating back to 1925, when Adele Casagrande Fendi and her husband Edoardo Fendi opened their first leather goods workshop in Rome.

«The fragrance collection tells the story of Fendi from a different perspective. It expresses the essence of the Maison in a new way, narrating our history through a different language. Today, at Fendi, we can truly say we have explored all the senses. The idea for the collection came to us quite naturally. We began with the concept of intimacy, and what is more intimate than feelings?», Silvia Venturini Fendi, the Creative Director for accessories and menswear for the brand, explained in an exclusive interview with MFF. The collection was developed internally by Fendi with the support of Lvmh’s perfume division.

«The fragrance project emerged from a conversation with Lvmh, specialists in the field of perfume. Together, we seized the extraordinary opportunity to kick off Fendi’s centenary celebrations. The perfumes are produced in France, with the bottles crafted in the Normandy region by the renowned Pochet du Courval, specialists in glassmaking for four centuries», Serge Brunschwig, the outgoing ceo of the Maison, told MFF. He will be replaced by Pierre-Emmanuel Angeloglou starting tomorrow, June 1.

As highlighted by Brunschwig, this project is entirely new and distinct in its approach, positioning, and distribution compared to the Brand’s previous ventures in perfumes (such as L’Acquarossa and Fan di Fendi, ed.). These are no longer licensed products, instead, they form a family of fragrances that will be available exclusively in Fendi boutiques and on its e-commerce platform starting June 20.

This move could mark Fendi’s first step into the beauty segment, though Brunschwig declined to discuss any specific plans with MFF or provide sales targets and forecasts for the fragrances. Nevertheless, the high-end perfume industry is both promising and growing.

According to the research firm Imarc group, the luxury fragrance segment reached a market value of 12.6 billion dollars (approximately 11.6 billion euros) in 2023. It is expected to grow to 20.5 billion dollars (over 18.8 billion euros) by 2032, with an annual growth rate of 5.4% from 2024 to 2032. Beyond financial expectations, the fragrance project aims to enrich the narrative behind the iconic Brand in preparation for its centenary celebrations.

«A crucial first step towards the centenary is to focus on Fendi’s codes, something we have already started exploring in recent shows», the CEO explained. For instance, Selleria, a leatherworking technique introduced by Adele Casagrande Fendi in 1925, was reintroduced in the Spring-Summer 2024 collection.

«Our goal was to celebrate the Selleria stitching and highlight it even more. Along with the seven Fendi fragrances, we will present a perfume holder accessory crafted with the Selleria stitching», the Manager explained. This item is a Roman leather charm for miniature perfumes that can be attached to a handbag.

Additionally, Brunschwig revealed that a trunk featuring the FF logo, designed by Karl Lagerfeld in 1965, will contain three fragrances, honoring the Brand’s historical connection with luggage. The perfume collection itself was a collaborative project led by Fendi’s three creative leaders: Silvia Venturini Fendi, Kim Jones, who oversees haute couture and womenswear, and Delfina Delettrez Fendi, the Artistic Director for jewelry. They worked closely with master perfumers Quentin Bisch, Fanny Bal, and Anne Flipo.

«We drew inspiration from our chosen family. The fragrances are not only inspired by but also dedicated to those who are important to us, both now and in the past, starting with my grandmother Adele and my daughter Delfina’s twins, Tazio and Dardo», Venturini Fendi added. She emphasized that the line aims to appeal to different generations and tell the story of the Roman Fashion House’s various phases.

As for the creation process, the menswear Creative Director mentioned following the same approach used for clothing collections. «There is always the excitement of seeing the final product match my vision. When it comes to fragrances, it is challenging to convey the idea before it is created. It is an idea that cannot be sketched», the Designer noted. Each of the seven perfumes is inspired by and dedicated to a distinct personality within the Fendi world.

The collection begins with Casa Grande, dedicated to Adele Casagrande Fendi, and continues with Dolce Bacio, honoring one of the legendary Fendi sisters, Anna Fendi. Perché No is for Silvia Venturini Fendi, while Ciao Amore and Sempre Mio are dedicated to her daughters, Leonetta Luciano Fendi and Delfina Delettrez Fendi. The fragrance La Baguette is dedicated to her grandchildren, Tazio and Dardo.

Kim Jones contributed with Prima Terra. The Roman roots of the Fashion House are reflected in the refillable glass bottle, designed with an arch that nods to Roman architecture, especially the facade of the Palazzo della Civiltà Italiana, Fendi’s headquarters. The bottle is elegantly finished with a black cap featuring the embossed FF logo and a brass ring. (All rights reserved)