Fendi’s 90th Birthday

The Italian luxury brand Fendi will celebrate its 90th anniversary this year with a fur-heavy Haute Couture show in Rome on July 7th.

According to WWD, the house said that this is “the best way to celebrate Fendi’s 90-year anniversary, as it expresses our roots and DNA while transmitting daring, creativity and craftsmanship in furs.”

However, this is not the first time Karl Lagerfeld, the Fendi Creative Director has staged an Haute Couture ‘fourrure’ show though. The brand celebrated Lagerfeld’s 50th anniversary as designer just last year with a fur extravaganza.

From the looks of last year’s sales, the fur-centred shows have been a commercial success. Although Fendi’s parent company LVMH does not usually disclose numbers, WWD reports that the July 2015 show helped see $913,000 worth of fur coats.

In a recent interview with the fashion publication last year, Lagerfeld spoke on the importance of fur at Fendi saying “Fur for me is something Italian because in France, I never do fur. There are not many great  fur people here and their technique is basic compared to what I’m used to.”