Fendi renews its commitment to supporting Italy’s artisanal heritage. In collaboration with Camera della Moda and Confartigianato, the LVMH-orbiting fashion house presented the “Métiers d’Excellence” award for Italian artisans. The award aims to raise awareness of the importance of passing on Italian savoir-faire in luxury, and to reward the most creative artisans. “What we are doing is a drop in the ocean. The next step must be at the institutional level,” says Fendi CEO Serge Brunschwig.
In recent years, Fendi has increased its investments in Italy. Not only strictly on the production side, as shown by the new leather goods factory in Tuscany and the new shoe factory in the Marche. But also in preserving and enhancing the craft heritage. In 2020 and 2021, the brand promoted the “Hand in Hand” project. Ateliers and craft workshops in all Italian regions have been called upon to create their own version of the iconic Baguette bag. And, in addition to supporting various training schools, Fendi also participated in LVMH’s Journées Particulières initiative.
How to enter the competition
The ‘Métiers d’Excellence’ award is divided into three categories. “Master Craftsman of Excellence” is aimed at artisans and craft companies that have at least 5 years of experience. “Emerging Master Craftsman of Excellence” is dedicated to emerging talents who have a project created within the last 5 years. And finally, “Master of Excellence Innovation” is reserved to companies and professionals who have distinguished themselves for their capacity for innovation. Applicants can apply for only one of the three available categories. Applications are open from 15 February until 14 May. The three winners will receive 10,000 euros to reinvest in their company. As well as media exposure (print and digital) and mentoring sessions with Fendi experts. The award ceremony will take place in September.
“Craftsmanship has to be defended, shown, communicated, and we have to make sure that the sector has a long life,” Brunschwig told WWD. “If the companies’ turnover grows, it means that the workload grows too”. According to Brunschwig, among the urgencies is not only generational change, but, in general, new hirings (the focus of No. 2 – 2023 of La Conceria magazine). “There is not this workforce in Italy, due to low birth rates,” he concludes, “but also to generations opting for classical rather than technical education. What we are doing is a drop in the ocean. The next step must be at an institutional level”.
Photo by Fendi Hand in Hand