Fendi hosted the first official press presentation of its Leisurewear line on Saturday in Cortina d’Ampezzo, the trendy ski resort in the heart of the Dolomites. The line, which was commercially introduced last year, offers a full wardrobe for indoor and outdoor activities.
For the launch of the fall collection, Fendi created a cozy atmosphere in the wooden clubhouse of Cortina’s Golf Club, where the lineup was on display among fresh flowers and candles.
The range includes women’s and men’s high-tech ski outfits decorated with some of the house’s signatures, including the playful Bag Bugs; the Karlito — the cartoonish character in the likeness of the house’s creative director, Karl Lagerfeld; graphic flowers inspired by the latest runway show collection, and the graphic Fendi Roma logo. The decor also give a twist to a range of accessories, such as gloves, ski helmets, earmuffs, handmade skis and snowboards, as well as to knitwear and gym outfits. In keeping with the brand’s tradition, fur details enrich the pieces, adding a luxurious touch to the relaxed designs.
Along with the sporty items, Fendi Leisurewear includes more urban styles, such as chic down jackets decorated with floral appliqués, fur vests and knitted wrap coats.
“One of Fendi’s distinctive elements is that it’s a hyper-luxury brand but one characterized by a playful factor,” said Fendi chief executive officer Pietro Beccari. “The aim of this line is actually to accompany customers during their fun spare time and during their daily activities with pieces designed to be both technical and elegant.”
According to Beccari, Fendi Leisurewear is expected to be sold in about 120 stores globally by the end of 2016.
“We are not targeting specific markets. We think to international costumers, also considering that the leisure trend is global,” added Beccari.
The fall collection retails from 500 euros, or $562 at current exchange, for gym and running pieces to 2,500 euros, or $2,812, for ski jackets embellished with fur details.