Fendi, the renowned Italian luxury fashion brand, recently debuted its latest menswear collection at its state-of-the-art eco-friendly factory in Tuscany. The brand’s creative director, Silvia Fendi, made a bold move by inviting hundreds of workers to the show’s finale, celebrating their meticulous craftsmanship and emphasizing the transparency of Fendi’s production process.
The runway was cleverly set amidst the factory’s sewing machines and cutting-edge CAD/CAM technology for leather cutting, paying homage to the combination of machinery and artisanal skills present in the factory. The collection itself showcased a fusion of high-end workwear, featuring linen work coats, warehouse dusters, and leather pouches inspired by various professions like carpenters, plumbers, and gardeners. Each model sported a bag or wore a pouch or apron as an accessory, adding a functional yet fashionable touch.
One of the standout elements of the collection was the use of visual puns. Leather rack bags designed to hold recyclable coffee cups and a shaven mink coat in beige and white stripes resembling a knitted fur duster added a playful twist. Additionally, the collection included striped cotton or mat poplin shirts and kurtas, as well as silk shirts adorned with tool prints like hammers, screwdrivers, and pliers.
The factory itself is an architectural marvel, boasting rooftop gardens and internal green spaces that provide ample natural light for the craftsmen and contribute to energy conservation. Fendi’s commitment to sustainability and environmental consciousness has been officially recognized through its LEED Platinum certification, the highest level of recognition for energy and environmental design.
These efforts align with the overall vision of Fendi’s parent company, LVMH, a luxury conglomerate that aims to strengthen its Italian roots and prioritize sustainable practices throughout its operations. The factory, covering an impressive 150,000 square feet, was designed by renowned Milanese architectural studio Piuarch in collaboration with landscape designer Antonio Perazzi.
Serge Brunschwig, the CEO of Fendi, emphasized the factory’s significance as the brand’s key production center for bags, leather goods, and product development in Italy. Brunschwig expressed Fendi’s unwavering belief in Italy and its commitment to the country.
Under Brunschwig’s leadership, Fendi has experienced remarkable growth, surpassing an annual turnover of two billion euros, driven largely by a thriving business in China. The brand has also garnered a substantial Chinese clientele, making it a favorite among luxury fashion enthusiasts from China.
The Capannuccia plant, home to Fendi’s factory, proudly holds the distinction of being the first LEED Platinum-certified leather goods facility in the luxury industry. This achievement was prominently celebrated during Fendi’s Spring/Summer 2024 show, with the certification showcased at the main entrance.
Carlo Capasa, the president of the Camera della Moda, praised the factory and declared, “I think that if you are going to work in a factory, this is the one you dream you end up in.”
Fendi’s celebration of haute gamme workwear in its eco-friendly factory not only showcases its latest collection but also underscores the brand’s unwavering commitment to transparency, sustainability, and Italian craftsmanship. As Fendi continues to grow and innovate, it sets a shining example for the luxury fashion industry, urging others to prioritize ethical and environmentally conscious practices.
Useful links:
1. Fendi Official Website
2. LVMH Official Website
