Fendi Dover Street Market T-shirt

MILANFendi is launching three pop-up stores at Dover Street Market in London, Tokyo and New York.

The new spaces will be entirely dedicated to the playful Fendi Vocabulary, unveiled for fall and designed by Silvia Venturini Fendi. The essential words of this vocabulary — Yes, Love, Fantastic, Trust, Hope, Think — were inspired by Ernest Hemingway’s lexicon and will spill into the Dover Street Market London Haymarket store from June 22 to July 2; in the Tokyo Ginza unit from July 29 to Aug. 16, and at the New York venue from Sept. 7 to 21.

Venturini Fendi said that the vocabulary includes “very simple and common words that yet in their simplicity have a very important meaning that is going to be forever and that can help us in difficult moments. There are so many changes going on and things are moving faster and faster in the world, that is why I think that we have to evolve and look at the future with an optimistic attitude that can help us facing all these changes and challenges. Yet, we have to look forward without forgetting the fundamental values of the past. That is why I have chosen to use and print these universal key words on clothes, bags and accessories.”

With bright pops of blue, green, red and yellow, the words will energize the pop-ups, including the Elephant Room at Tokyo Ginza – with tags stamped all over like stickers on transparent brick walls created in resin.


Fendi's Dover Street Market pop-up store

Fendi’s Dover Street Market pop-up store.  Courtesy Image

Chairman and chief executive officer Pietro Beccari emphasized the importance of Dover Street Market as an international retail partner. “Showing our men’s collection to our rapidly growing male customer base in such important cities is a wonderful opportunity for us,” observed Beccari of the exclusive space. This is the first time the two have forged such a partnership and the executive remarked on the “cool factor” added by Dover Street Market and on Venturini Fendi’s particular admiration for designer Rei Kawakubo, founder of the retail company. The windows will be customized in each city and the collection will have “great visibility,” winking to the Millennials.  Dover Street Market is “such a beautiful concept in the realm of creativity,” he remarked.

Beccari said the project is very of-the-moment and modern in this “very fast” industry, brimming with competing brands. “Customers have so much choice,” said Beccari. “Pop-ups are part of the business now, and should be so in the luxury segment as well.”

Fendi created a site-specific limited-edition collection for each location with dedicated colors: pink for London, gray for Tokyo and blue for New York. The capsule collection will include a T-shirt, a wool hat and a scarf decorated with word tags Fendi, Love and DSM, along with the name of the city. The limited-edition collections will be available in-store at Dover Street Market and at fendi.com.


A Fendi hat for Dover Street Market in New York

A Fendi hat for Dover Street Market in New York.  Courtesy Image

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