A Roman Romance
For renowned fashion designer, Karl Lagerfeld, Rome is like a second home. He emphasises, “During my life I have already been to Rome over 740 times. Rome is eternal; therefore, there is nowhere better. Rome has changed and not changed…. In Rome, I feel integrated.”
No wonder then that for the Fendi Fall/Winter 2014-15 advertising campaign, he selected the Palazzo Della Civiltà Italiana, because he feels that it is one of the most graphic buildings in the world and one of the most famous buildings of modern Rome. The Fall/Winter 2014-15 advertising campaign, named ‘Roman Arches’ that has a modern and contemporary approach, is an ode to the outstanding craftsmanship of the brand, especially in Fendi furs – and to the eternally romantic city, Rome. The Palazzo Della Civiltà Italiana that was built at the end of the 1930s boasts 28 statues on its four facades. Each represents the arts and crafts of the Italian population like craftsmanship, work, philosophy, commerce, industry, archeology, history and more.
Fendi’s new campaign – that has been shot by Karl Lagerfeld – features two of the most popular models Nadja Bender and Ashleigh Good. The images capture the essence of the collection.
The models are shot in very seductive and strong poses against the strong backdrop of the Palazzo. The overall mood is one of layered luxury that has been created around a seamless and fascinating blend of avant-garde experimentation and master artisanship. The contemporary images reflect the juxtaposition of materials, tones, textures and workmanship methods that enhance the playful alternation of lengths, cuts and volumes. Apart from the models, other protagonists in this shoot are Fendi’s handbags like the Peekaboo, in its mini version and the 2Jours, together with the 3Jours and the newly introduced By The Way.
Lagerfeld emphasises the brand’s close association with Rome when he points out, “Over the next two years, Fendi is the Maecenas for the restoration of the Trevi Fountain. The Trevi Fountain is a symbol of Rome, like the Eiffel Tower. In people’s mind, all around the world, the fountain of Trevi is very, very important.”
In 1925, the house of Fendi was established by Adele and Edoardo Fendi in Rome with the opening of the first Fendi boutique which was a handbag shop and fur workshop. In a short span of time, Fendi came to be known for its elegance, craftsmanship, innovation and style. The collaboration with Karl Lagerfeld began in 1965 and continues till the present day. In 1992, Silvia Venturini Fendi was appointed Fendi’s accessories creative director. In 2000 the LVMH Group acquired Fendi, and in 2001, it became its majority shareholder.