LVMH Prize cocktail party Paris Fashion Week 2016

PARISKarl Lagerfeld, who has been to Rome more than 800 times, will clock another trip during couture week in July.

WWD has learned that Fendi’s fur and ready-to-wear designer is to stage another “haute fourrure” show in the Eternal City on July 7 as the house marks its 90th anniversary this year.

The development underscores the popularity of itinerant fashion shows — even for couture — and telegraphs the momentum of Fendi, a brand that sources say is growing steadily and approaching one billion euros, or $1.14 billion at current exchange, in revenues.

While the fashion house, part of luxury giant LVMH Moët Hennessy Louis Vuitton, does not disclose numbers, it is understood its first high-fashion fur show in July 2015 was a commercial success, yielding multiple orders for coats priced as high as 800,000 euros, or $913,000 at current exchange rates.

Fendi has yet to disclose the venue for its Rome display, billing it as “the best way to celebrate Fendi’s 90-year anniversary, as it expresses our roots and DNA while transmitting daring, creativity and craftsmanship in furs.”

Lagerfeld made headlines last year when he marked 50 years of designing for Fendi by staging the house’s first haute fourrure show — making Chanel’s couturier the only designer to stage two high-fashion displays in one week. That Paris runway outing, at the Théâtre de Champs-Élysees, showcased full-length hooded sables and other coats intricately patch-worked or festooned with embroideries and even feathers.

Fendi first set up shop in 1926 on Via del Plebiscito with a small fur atelier and leather goods workshop. Today, it bills itself as the only global luxury house to boast an in-house fur atelier, staffed with artisans who can realize Lagerfeld’s experiments.

In an interview last year, Lagerfeld stressed that, “fur for me is something Italian because in France, I never do fur. There are not many great fur people here, and their technique is basic compared to what I’m used to.”

Couture week in Paris is scheduled for July 3 to 7, with the last day usually devoted to high jewelry presentations. Silvia Venturini Fendi, creative director of accessories, men’s and kid’s, is also to take part in Fendi’s milestone moment.

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