Fendi is marking its 90th anniversary with a book called “Fendi Roma,” which retraces the history of the maison in its evolution from a small fur and leather shop in Rome to an international fashion and accessories label.
The 272-page book comes in a hardcover black canvas version with a multicolor slipcase box and will be available at the luxury brand’s shops and at selected bookstores starting from September.
Including more than 300 illustrations, “Fendi Roma” is not organized in chronological order but is divided into five chapters, all focused on specific aspects characterizing the company. These include “Rome: eternal inspirations,” which highlights the deep link between the brand and its native city; “Creativity: experimentation and innovation,” putting the focus on the label’s pioneering spirit; “Femininity: a fashionable force,” explaining the idea of independent femininity as the basis of the fashion house; “Yesterday, today and tomorrow,” that analyzes Fendi’s evolution, and “A family affair,” the chapter dedicated to the Fendi family.
“We thought that the 90th anniversary would have been the right occasion to tell more about our company and give a clear vision of what luxury means for us,” said Fendi president and chief executive officer Pietro Beccari. “What we think clearly emerges is that there is a fil rouge running trough our history — Fendi has always been rooted in an idea of pure, sometimes exaggerated luxury, but always filtered through a playful, irreverent lens.”
“Fendi Roma” is published by Assouline, which — like Fendi — is part of the LVMH Moët Hennessy Louis Vuitton group. “We decided to do this book with Assouline because it’s a company with people with a certain sensibility for luxury brands,” Beccari said.
The book will retail at about 185 euros, or $206 at current exchange rate.