Fendi embraces slow luxury: “Quality should be privileged”

Fendi embraces slow luxury: "Quality should be privileged"

Fashion shows, streaming, rhythm. The Coronavirus pandemic and the lockdown led to many news for the top of the range. And Silvia Venturini Fendi (on the right, in the Imagoeconomica photo) does not deny that the tsunami also involves her brand. Indeed, speaking of the debate on the identity and timings of luxury, the one started by Giorgio Armani, to which La Conceria dedicates the cover story of magazine number 6, the designer says she is convinced of the goodness of the proposal: “quality should be privileged” to the abundance of proposals, she explains to Corriere della Sera. Without this meaning to mortify the design.

Quality should be privileged

“By going through this complex and difficult historical and social moment connected to the not-yet-eradicated pandemic, the fashion system has realised the need to rethink itself”, acknowledges Venturini Fendi. But how? We must “slow down, and also the quantity of proposals – she replies -. Quality and time to live what we create must be privileged. Which does not mean that it goes against originality, creativity and exclusivity”.

They are not the only news

Covid-19 has prompted Fendi also to review the way they will present their collections the upcoming September. First of all, for the first time in its history, the brand will organise a co-ed fashion show. Secondly, although participating in Milan’s calendar, it chooses the theatrical backdrop of Palazzo della Civiltà Italiana in Rome, where on June 21 the concert with Accademia Nazionale di Santa Cecilia was held as part of the Fendi Reinassance project. “It will be the site of our September fashion show. Indeed, it will be something new and different. A particular event – she argues -. Lockdown and security clearance have offered new interpretations. We will have our fashion show here at Eur, on the first day of the calendar, September 22nd. But we will stream the event and, respecting the rules on social distancing, we will also host a restricted parterre”.

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