Fendi has just announced its next fragrance foray – a high-end collection of perfumes that marks its first olfactory venture in over a decade. As the house gears up for its centenary next year, the release is set to pay homage to its stellar history and those who have played a key role, including its current artistic director for womenswear, Kim Jones and creative director of accessories and menswear, Silvia Venturini Fendi. Having been developed with the support of the LVMH Moët Hennessy Louis Vuitton fragrance division, the seven-scent offering will land in both Fendi stores and online this June.
Speaking on the project’s fruition to WWD, Segre Brunschwig, the company’s chief executive officer, says, “It all started from a conversation I had with the people at LVMH and together we thought about the great opportunity that launching a family of fragrances would have represented ahead the centenary’s celebrations in starting to retrace the history of the Fendi family in a new way.”
Drawing inspiration from the various personalities of key Fendi players – such as the Casa Grande scent based on the house’s matriarch Adele Casagrande Fendi – the brand heavily emphasises its dynastic DNA. Expressing this focus through the packaging as well as the fragrances, the refillable glass flacon featuring a subtle arch at its bottom nods to Roman architecture.
Marking a new approach to the brand’s fragrance offering, the new scents will only be available within Fendi’s own retail network. Tune into Fendi’s e-commerce site, here, to stay in the loop.
Photography courtesy of Fendi.
