First look at Fendi’s new fragrance collection celebrating the fashion brand’s history, personalities like Kim Jones, Silvia Venturini Fendi, Delfina Delettrez Fendi.
The Roman fashion house is gearing up for the big celebrations of its centenary next year by releasing a high-end fragrance collection. The range aims to pay tribute to the company’s history and key members of theThe olfactory project — the brand’s first in more than a decade — has been developed in-house with the support of the LVMH Moët Hennessy Louis Vuitton fragrance division and is hitting the Fendi stores and e-commerce next month.
Shying away from offering sales projections and targets, Brunschwig stressed the project is more instrumental in enriching the Fendi narrative rather than at pumping its cash registers. “It is an important implementation for us, as adding this category to the stores enables us to strengthen our storytelling and have an extra dimension to deepen the bond between our sales assistants and customers,” he said.
Evoking the memory of a mother’s kiss, the floral scent “Dolce Bacio” is dedicated to Anna Fendi, the founder’s daughter and one of the legendary Fendi sisters. “It’s the scent that personifies my mother. A woman who is both very strong and very gentle, a common trait of all Fendi women,” said Venturini Fendi of the scent, which mixes Damascene rose and patchouli.
In the same vein, Fendi’s fourth generation represented by Delettrez Fendi and sister Leonetta Luciano Fendi is embodied by the “Sempre Mio” and “Ciao Amore” scents, respectively, inspired by places close to the siblings’ hearts. The former’s is the Ourika valley just outside Marrakech, while the latter’s is the Italian island of Ponza, where the family spends their summers.
The arched element will also define the special window installation Fendi will set up at its Cannes store, which will be the first to carry the collection on June 4. The Fendi boutique in Paris’ Rue Saint-Honoré will follow on June 10, before the official rollout at a wide selection of Fendi stores worldwide as well as the brand’s e-commerce that will kick off on June 20. In China, the fragrances will be available starting in September.
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