Fendi to bid on Made in Italy

«Investing in Made in Italy and in quality craftsmanship is fundamental». Word of Serge Brunschwig, President and ceo of Fendi, who exclusively anticipated to MFF the details on the opening of a shoe factory in Fermo, moving from the current plant in the nearby Porto San Giorgio, also in the region of Marche, a district of excellence for the production of footwear in Italy. It will span more than 7,000 square meters and open in the fall. «Here we will be able to hire up to 300 people in the medium term,» the Manager had already anticipated to MFF. In 2022, the Maison will open plants not only in Marche, but also in Tuscany, with a hub of excellence in Bagno a Ripoli (Florence) for leather goods. «Italy is synonymous with tradition, history, beauty and above all excellence». Fendi's new headquarters in Marche, which includes a series of production areas, offices and warehouses, will feature rational spaces that will allow easy movement of both people and goods while ensuring communication between the various work and leisure spaces.

The building expresses the dualism of the LVMH-controlled Maison in combining craftsmanship and technological transformation, always with an eye to environmental sustainability. An imposing and innovative façade in corrugated aluminium with a leather-like effect gives the building a modern and minimal touch, where the boundaries between interior and exterior are blurred through ribbon windows, large transparencies and open spaces, harmoniously integrated into the natural landscape. Steel furniture and quartz cement floors enhance the minimalist yet urban design of the renovated interior spaces, where neutral tones of grey and white are punctuated by upholstered furniture in pastel colours made from recycled leather. The distinctive features will recall those at Fendi's headquarters at Palazzo della Civiltà Italiana in Rome, from the black fixtures to the spiral staircase at the entrance and the installations to enhance the environment. A common design language was created in Italy’s main facilities, in the headquarters of the Roman fashion house and in the workspaces around the world. «Last September, we selected the Instituto professionale statale per l’industria e l’artigianato Ostilio Ricci in Fermo to launch the first edition of the Fendi master class of footwear, aiming to train a new generation of specialized artisans to pass on the values of craftsmanship and work with precision, dexterity and creativity,» Serge Brunschwig explained.

Fendi is thus preparing to celebrate its centenary in the name of high craftsmanship. The Maison was founded in Rome in 1925 by Adele and Edoardo Fendi, who opened a small leather goods boutique and fur workshop. In 1965, the brand started its collaboration with Karl Lagerfeld that lasted 54 years —in 1992 he was joined by Silvia Venturini Fendi in the creative direction, who in 1994 was appointed first Artistic Director of Accessories and later also of Menswear. In 2000, LVMH acquired a stake in the label, subsequently becoming its majority shareholder in 2001. In September 2020, Kim Jones was appointed Artistic Director of Couture and Womenswear, while Delfina Delettrez Fendi, a member of the fourth generation, joined as Artistic Director of Jewelry.

«This moment is particularly important for our city: one of the biggest names in the fashion world is coming to Fermo,» Paolo Calcinaro, Mayor of Fermo, stated. This new hub reconfirms the Roman fashion house's ongoing investment in Made in Italy and in future generations, as well as its commitment to corporate social responsibility, along with the «Adopt a School» educational project collaborating with Altagamma. «I thank Fendi for their truly meaningful approach, inclusive of the community and the territory, with results going beyond employment, which will substantially increase in the coming years. They are addressing not just one city but the entire footwear supply chain». (All rights reserved)