Fendi’s Made to Order | Verve Magazine
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Luxury & Brands
March 23, 2014

Fendi’s Made to Order

Text by Shirin Mehta

Fendi’s Made to Order service has received a stylish fillip with the introduction of the Selleria Intrecciato range of handbags which have been seen on the arms of celebrities worldwide, from Rihanna to Sienna Miller

Trending on the International fashion stage and spotted on celebrity elbows in New York, Hollywood and London, is the new Fendi Selleria Intrecciato range of personalised handbags. Last time we looked, headturners like Rihanna, Sarah Jessica Parker, Lady Gaga, Cara Delevingne and Sienna Miller were spotted carrying this fashionable eye-candy. So, get into the groove of things, and race Bollywood divas and homegrown socialites to creating this piece of customised accessory which is a part of Fendi’s Made to Order service.

The Made to Order was launched in 2003 as a premium service for the Selleria line. It embodies ancient traditions that have been a part of Fendi’s DNA, ever since it was founded by Edoardo and Adele Fendi in 1925, putting it into a contemporary context. Loyal Fendi customers have been offered the possibility of personalising every single detail of the iconic Peekaboo, Baguette and the Adele and Anna bags which are a part of the Selleria collection. The creation of these require that artisans hand-check and select the best parts of the materials to ensure that thickness and colour are uniform. The shape of the bag is hand designed and the parts are cut by hand following the lining of the model. A unique detail of this line, and the most important, the hand-stitching, is done by the most expert and strong Fendi Master Saddlers of the atelier. This results in a unique piece that merges the expertise of Fendi’s craftsmanship with customer interaction and creativity.

The Made to Order service has now been enriched with a much wider selection, offering the carefully handmade Sellerio line in Intrecciato, a material inspired by the fur workmanships. This consists of interwoven leather strips and this unique workmanship was the idea of Adele Fendi, sometime at the end of the ’40s. She wished to change the perception of the accessories that since then were rigid and constructed and wanted to create instead a soft and versatile textile that was interwoven with soft nappa leathers ‘just like string in an embroidery’. Perfect today for the modern woman who during her work day needs to stuff in innumerable necessities….

The Selleria Intrecciato weave comes in a choice of three two-tone colours – red and white, mushroom and caramel, black and brown….

Now here’s the fun part that seems to have drawn in all those celebrities whose photographs are already being gawked at carrying the new bag, emblazoned boldly and perhaps uncharacteristically with their initials or names. The Intrecciato offers an option of adding the name initials on the front of the bag and the name too if it has the right number of digits, like say, ‘Gaga’. The letters are actually woven into the body of the bag making this the non plus ultra of monogrammed bags. There is an endless choice of colours to emblazon your initials in, a choice of 37 varieties. There is also a selection of suede and nappa linings and gold accessories to create refined details. Besides, the unique and precious plaque, present in each Made to Order piece and placed inside the bag, can be personalised to the customer’s desires.

Create the Made to Order experience for yourself in Fendi boutiques in Paris and Milan and some others worldwide. Explore the precious Pergamena boxes which host more than a 1000 possibilities, making sure that all tastes and desires are more than adequately coveredWatch your own desires unfold at the hands of the experts of the Fendi atelier, creating your own dreams and making them come true. And, what’s more, exclusive packaging completes the experience. Your custom creation will come to you in a precious box and with a letter signed by Silvia Venturini Fendi herself. What further endorsement can you ask for!

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