The fashion house’s grand strategy to align itself with the great names of Italian art and culture was played out in Milan
The catwalk is one of many platforms in Fendi’s grand strategy to align the brand with the great names of Italian art and culture. Under this ambitious brand positioning – or “communion of intent” in Fendi CEO Pietro Beccari’s more elegant phrasing – the brand has become a generous patron of the city of Rome, where it is based. The house paid the £2m bill for the recent restoration of the Trevi fountain, and staged a fashion show upon its reopening.
A Caravaggio Research Institute, to be founded by Fendi in partnership with Rome’s Galleria Borghese, was announced this month. “This is a very interesting project for Italy and Rome and for Fendi to bring the beauty of the Italian capital and of Caravaggio around the world,” said Beccari. He described the painter as “very modern and an innovator”, adding that “these are values shared with Fendi”. In November, Caravaggio masterpieces will travel from Rome to LA for a major exhibition at the city’s Getty Museum.