Fendi has recently announced that its Men’s Spring/Summer 2024 show will take place in Florence, Tuscany, on June 15th, as part of the Pitti Uomo 104 event.
The event will be held at the brand’s recently inaugurated Fendi Factory in Capannuccia, a picturesque location located just a 30-minute drive from Florence. The factory, which was inaugurated last October, is situated in the heart of Tuscany’s countryside and is surrounded by seven hectares of greenery and a 700 olive tree grove.
Serge Brunschwig, Chairman and CEO of Fendi, expressed his excitement about the event, saying, “We are proud to open the Fendi Factory to our clients and press, making it live outside the day by day for the upcoming men’s fashion show in June during Pitti Uomo. It is a special place for our artisans and local community as it represents Fendi heritage and creativity, nurturing precious handmade abilities of its artisans and preserving Made in Italy“.
Silvia Venturini Fendi, Artistic director of Accessories and Menswear, echoed Brunschwig’s sentiment, saying, “It will be such a unique occasion to see our products take life exactly where our artisans make them, letting them take center stage on that day“.
The decision to hold the show in Tuscany was made after discussions with Pitti Immagine and the Camera Nazionale della Moda Italiana. Antonio De Matteis, Kiton’s CEO and newly appointed President of Pitti Immagine, stated, “I am particularly delighted with the presence of Fendi, one of the most prestigious luxury brands on the global scene, at Pitti Uomo in June, precisely in the edition that marks my debut at the helm of the company“.
Carlo Capasa, Chairman of the Camera, emphasized the significance of Fendi’s choice to present its menswear collection at its Tuscan factory, saying, “It is amazing that a great brand, a member of CNMI, by opening the doors of its own factory highlights the work of craftsmanship that makes Italian fashion unique in the world“.
The Fendi Factory was built with sustainability and social responsibility in mind, using natural sunlight and the impressive landscape to benefit its artisans and employees. The complex produces around 200,000 pieces a year, including some of Fendi’s most iconic bags, such as the Baguette and the Peekaboo, and small leather goods. The plant is expected to be the first Fendi plant to reach the prestigious LEED Platinum certification this year.
Raffaello Napoleone, CEO of Pitti Immagine, emphasized the “special bond” between Fendi and the city of Florence, saying, “Fendi’s investment harnesses the skills and knowledge rooted here and at the same time nurtures them, contributes to their modernization, and combines them with high-quality design in fashion and accessories“.
The upcoming Men’s Spring/Summer 2024 show promises to be a unique and unforgettable event, showcasing Fendi’s dedication to preserving Made in Italy traditions and its commitment to sustainability and social responsibility. With the show taking place in the heart of Tuscany’s countryside, surrounded by the brand’s impressive factory and the natural beauty of the area, it’s sure to be a once-in-a-lifetime experience.