Fendi has started a whole new strategy aimed at defining tomorrow’s fashion based upon the indispensable respect for environment, quality and ethics.
The Italian luxury brand is committed in pursuing some goals of environmental sustainability and social responsibility. As part of its newly started journey it has recently laid the cornerstone of the Fendi Factory in Bagno a Ripoli, its own innovation hub dedicated to the creation, development and production of its products with the aim to focus on its holistic sustainable strategy.
The Roman maison has also unveiled a new section of its official website offering three main sections–environment, supply chain and community–through which it reveals details about the sustainable materials it employs, the environmental standards of its production sites and stores, the transparency and responsibility of its supply chain and its commitment to educating young talents through the Massoli Academy in Rome and the LVMH Institute des Métiers d’Excellence training program.
“Today sustainability is no longer only an option for companies, but an indispensable assumption to answer an always more pressing and precise request from consumers–and especially the youngest ones,” said Silvia Venturini Fendi, creative director accessories and menswear, Fendi, and president of Altaroma, a Roman haute couture event organization, during the "The Age of New Visions" digital round of conferences organized in partnership with Altaroma, Pitti Immagine, Camera Moda and Unicredit. “After this pandemic time fashion and fashion consumption will rapidly change. We will buy less, but better. More than focusing on sustainable fashion we will have to focus on ethical fashion, based on environmental defense but also supporting and preserving the whole artisanal ability of the Italian industry,” she continued underlining Fendi’s already taken path.
As part of its plastic-free strategy, it is committed to reducing its purchase of virgin polyester fibers and progressively replacing them with Global Recycled Standard (GRS) certified polyester, that gives post-consumer plastic bottles new shape and life.
Furthermore, in line with the LVMH Animal-Based Raw Material Charter and the LVMH Life targets, it is also committed to sourcing silk with sustainability in mind, aiming at a fully traceable supply chain and pushing to purchase silk only processed in compliance with GOTS standards.
As part of its aims, Fendi has also launched the FF Green Interlace Capsule Collection offering its iconic Peekaboo and Baguette models made with certified FF cotton and recycled polyester, and created through its most traditional workmanship–the Interlace technique. The fabric is cut into individual stripes, assembled and hand knotted together. The knots are then folded on the opposite side and the bag is finished with a maxi metal needle.
The same eco-friendly approach has guided the creation of Fendi’s Holiday 2020 windows using architectural elements crafted from an eco-friendly and recyclable material, a sugarcane-derived foam obtained from processes using recycled and regenerated products. During the same season, in some of its flagships including London New Bond Street, Paris Avenue Montaigne, New York Madison Avenue and Rome Palazzo Fendi, the luxury house has also installed chandeliers created by disassembling 37 chandeliers part of the already existing stock of the Murano historic Mazzuccato glass firm, and reassembling them in 17 unusual ones. As many artisanal companies across the Italian country, it had its business dramatically hit by Coronavirus. As part of this same project many of these windows were glamorously decorated with 49,340 sq. meters of leather waste coming from Fendi’s production plants.