MILAN — Fendi is about to launch its first exclusive online customization service, dedicated to its Kan I F bag and the iconic Strap You straps. The program will make its debut at the company’s e-commerce site on Wednesday.
To realize the “Customize It” project, Fendi teamed with Farfetch, which supported the fashion house in the development of the advanced customization software, enabling customers to personalize their bag and strap and receive them in up to 12 weeks.
“In our era, customization is the ultimate expression of luxury for our clients. We are delighted to be launching Customize It, Fendi’s very first online customization service for our Kan I F bag and Strap You,” said Fendi chief executive officer Pietro Beccari, who is leaving the fashion house to become chief executive officer of Dior early next year. “This project came to life thanks to the partnership with Farfetch and we think it will be a unique opportunity to showcase our daring creativity and pioneer spirit in a new digital and modern way, combining our client’s needs of luxurious exclusivity with the maison’s perfect blend of tradition and innovation.”
The service, which will be also be available at farfetch.com, allows 120 possible combinations, starting from the Ken I F leather style, which is on sale in five tones, including black, blue, strawberry red, baby pink and beige. Customers can also chose their favorite variation of the F is Fendi round logo, along with the color of the silk twill ribbon wrapping around the handle. In addition, they can select among 70 possible combinations of colors and embellishments to put their unique touch on the Strap You leather straps decorated with conical studs and floral applications.
“Customization is a return to the very definition of luxury and now, more than ever, customers expect products, experiences and services with a customizable element. Farfetch is at the forefront of this trend and as a multibrand platform, we worked directly with our partner Fendi to craft unique shopping experiences for our customers,” said Farfetch chief executive officer José Neves. “Together, we have created a state-of-the-art customization experience that is second to none in the luxury market. We are thrilled to collaborate with Fendi on this project for these beautiful bags and straps and give our global customers the opportunity to create something bespoke to express their individuality.”