Brand in the Spotlight – Fendi

Today is International Women’s Day- a day dedicated to the celebration and recognition of women and their achievements throughout history. It’s a time to reflect on progress made, to call for change, and to celebrate acts of courage and determination by ordinary women who have played an extraordinary role in the history of their countries and communities. In the Fashion World, icons like Coco Chanel, Vera Wang, Vivienne Westwood, and of course the five generations of Fendi sisters, continue to inspire women across the world to succeed in doing what they love. We’re taking a look at the women guiding Fendi’s achievements and their new Peekaboo campaign…

On 8th March every year, women across the world unite to recognise the value women bring to individual communities and collectively to the world. Groups and organisations arrange talks, rallies, networking events, conference and marches, to celebrate the inspiring achievements of women in every walk of life. A once male-dominated industry, the fashion world now have many powerful female icons who use their positions of influence and their clothing designs to inspire female creativity and empowerment.

anna fendi photo
Photo by renovatio88

Fendi have paved the way for innovative and unique design in clothing and accessories throughout fashion history. Throughout Fendi’s legacy, the five generations of sisters have lead the brand to their success. The first of the five Fendi sisters, Paola, entered the family business in 1946, and was soon joined by her four sisters: Carla, Anna, Franca and Alda. They took over their parents’ leather a fur store and made it the Fendi it is today. On the death of their father, each sister took charge of a separate sector of the company: Paola for furs; Anna, leather goods; Franca, customer relations; Carla, business coordinator; and Alda on sales.

Peekaboo Campaign Fendi.
Peekaboo Campaign Fendi.

In 1965, the sisters began their successful collaboration with Paris icon, Karl Lagerfeld. The sisters moved away from the stiff and pompous styles of the Italian upper-class wives and experiemented with imaginative techniques for tanning, dying and working with fur. The daughters of the sisters have also become involved in the brand over the years. Silvia Venturini, Anna’s daughter, and one of Fendi’s creative directors, created the ‘baguette bag’ in 1977. This became a cult object in the fashion world and won the coveted Fashion Group International award for accessories in 2000.

Fendi’s new campaign, Peekaboo, celebrates modern and playful feminine fashion.

The Campaign short, A Day With Peekaboo, is a stunning series of vibrant illustrations by Italian artist, Cinzia Zenocchini. The sunglasses range is sophisticated, contemporary, and colourful. The strength of femininity, Fendi are loved for, shines through in every pair. The illustrations prove that summer 2018 won’t be complete without a pair of Fendi sunglasses.

Peekaboo Campaign Fendi.
Peekaboo Campaign Fendi.

The frames are bold, with unique shapes and fresh colours. Maroon, pink, shiny black and gold – each pair makes a statement and adds the Fendi edge to any outfit.

Peekaboo Campaign Fendi.
Peekaboo Campaign Fendi.

Amidst the bright flowers, juicy drinks, and delicious breakfast foods, it is the luxury pair of Fendi sunglasses our eyes are drawn too.

 

Fendi Sunglasses.
Fendi Sunglasses.

And Fendi eyewear looks just as irresistible in real life. The model in their new campaign wears a fresh and playful pair of statement sunglasses, with thin cream half-frames and delicate gold arms complete with the Fendi logo.

Fendi Campaign.
Fendi Campaign.

Fendi’s modern, and experimental character is prominent in these striking sunglasses. With urban two-tone frames, and unique shaped temple detailing, the sunglasses are the perfect summer accessory for those who love to dare in fashion.

Fendi celebrate what it is to be female, successful, unique, and innovative. Their colourful Peekaboo campaign is essential for this summer. Explore our full Fendi collection here.