FENDI Roma: Dream Masters
There was an exhibition ‘FENDI Roma: Dream Masters’ recently in Moscow, dedicated to the creative process of work by masters of the House with a material such as fur. Moscow Museum of Modern Art exposition acquainted visitors with FENDI basic values: innovation, expertise, creativity and experiment. We found out for you, what you need to know about the brand and its canonical works.
History of Fendi house dates back to the 1918, when the brand was founded by Adele Casagrande, it was a Roman leather and fur shop in Via del Plebitsio. When Adele married Eduardo Fendi, the store changed its name.The demand began to gain momentum gradually, and a second store appeared. The couple had five daughters, and after their death every girl inherited 20% of the company. Today a controlling stake of the brand belongs to the luxury giant LVMH.
Fur and leather are iconic materials, from which began the entire history of the fashion brand. Walking through the maze of rooms, one could get acquainted with the stages of creating the collection, starting from the design and choice of materials to the jewelry work with fur and, of course, you can see the finished things. In addition, the organizers have invited one of the FENDI company employees, Andreas, who answered the questions, and showed how great things turns out from naughty materials.
Naturally, a lot of attention at the exhibition was given to the cooperation of the fashion genius Karl Lagerfeld (since 1962 he is the creative designer of the brand, and, by the way, the House has its famous logo with two F because of him) with the furriers of the Fashion House. As a part of the tour the audience could see the iconic fur items such as a key chains, made one of the room looked like a jungle, and coats, the design of which was inspired by the literary images, and they become famous thanks to the film heroines who wore them.
Today Fendi has more than 200 stores worldwide and it is the main organizer of the massive and unusual fashion shows. For example, October 19, 2007 the show of the House was held at the Great Wall of China. The show involved 88 models, and the length of the podium was 88 meters.
Photo & text: Daria Ratushina