Fendi - LVMH - Journées Particulières
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Founded by Adele and Edoardo Fendi in Rome in 1925, the House has become known for its craftsmanship and culture of innovation while remaining deeply grounded in its Italian and Roman roots. Initially dedicated to fur and leather goods, FENDI has marked its history with prodigious collaborations over the years. The five Fendi sisters recruited Karl Lagerfeld who created the iconic FF logo as an acronym for “Fun Furs”. More recently, Kim Jones became the Artistic Director of Couture and Womenswear bringing in his contemporary vision. Silvia Venturini Fendi, Artistic Director of Accessories and Menswear and Delfina Delettrez Fendi, Artistic Director of Jewelry mark respectively the third and fourth generation of the Fendi family within the House nourishing the values of tradition, innovation, and bold creativity still today, almost a hundred years later.

The video clip opens with a panoramic Italian landscape dotted with olive trees. Guitar music plays in the background. The words FENDI ROMA appear on the screen. A craftsman is walking along, carrying some wicker reeds. He goes into his workshop, and the camera shows us several shots of the interior. There are pieces of wickerwork everywhere. We see worktables with half-woven baskets set down on them, as well as tools. Having assembled his reeds, the basketmaker trims and weaves them into the form of a bag. Once he has finished it, we see him holding it in his hands to admire it. He poses proudly beside the bag, which we are shown from several angles. He completes his weaving work with some final little touches to perfect it.