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March 15, 2013

‘FENDI For Fountains’

Text by Shraddha Jahagirdar-Saxena.

In a noteworthy initiative, international label Fendi and the city of Rome unite to restore the iconic Trevi Fountain and four other fountains in the Italian capital to their original glory

  • Trevi Fountain, Rome, Fendi
    Trevi Fountain, Rome
  • Karl Lagerfeld, Silvia Venturini Fendi, Pietro Beccari, Gianni Alemanno
    Karl Lagerfeld, Silvia Venturini Fendi, Pietro Beccari, Gianni Alemanno

A visit to Rome is incomplete without going to one of the most important sites in the city – the Trevi Fountain. Yet over the years, even this iconic landmark has faced the ravages of time – a fact that has resulted in the need to have a complex restoration to preserve it. Last summer, the city of Rome carried out an emergency intervention on the fountain costing 320,000 euro, following which the Mayor of Rome launched an appeal to large companies and private individuals to rise to the occasion and take on the cause of social patronage.

The historic Roman fashion brand, Fendi – which boasts a deep bond with the Eternal City and has always looked to it for endless inspiration and cultural stimuli – immediately answered the Mayor’s call for help and is contributing to the conservation project, financing it as sole patron.

At a press conference held subsequently, the Mayor of Rome, Gianni Alemanno; with Pietro Beccari, chairman and CEO of Fendi; Karl Lagerfeld and Silvia Venturini Fendi presented the motivations which led to the agreement between the Roman fashion house and the city of Rome

The acronym of Fendi For Fountains – FF also symbolises the iconic ‘FF’ logo that Lagerfeld designed in 1965. The project Fendi for Fountains will not only undertake the restoration of the Trevi Fountain but it is the first in a series of conservation interventions that Fendi intends to support. Key elements of the ‘Fendi for Fountains’ initiative include a photo-book shot by Karl Lagerfeld to be devoted to Rome’s celebrated and hidden fountains. A fashion show has been planned for the future with the Trevi Fountain as a backdrop in 2015, which also marks the 90th year of Fendi.

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