From February 24 to March 2, 2025, FENDI will transform Milan into a cultural hub, celebrating its 100th anniversary with an innovative bookstore and newsstand project coinciding with its latest fashion show.
Milan is poised to become the focal point of fashion and culture from February 24 to March 2, 2025, as luxury fashion house FENDI embarks on an ambitious project that merges the worlds of literature, art, and haute couture. This initiative marks not only the celebration of Milan Fashion Week but also the centenary anniversary of FENDI, which was founded in Rome in 1925. The brand plans to launch a citywide bookstore and newsstand takeover, creating a vibrant cultural experience coinciding with the unveiling of its Women’s and Men’s Fall/Winter 2025-2026 coed fashion show, designed by Silvia Venturini Fendi.
In a move designed to highlight FENDI’s storied history while embracing contemporary creativity, the brand will transform selected bookstores and newsstands across Milan into immersive showcases. This takeover involves dedicated corners, curated window displays, and striking totem installations, spotlighting two notable publications: FENDI Baguette ‘Hand in Hand’ and FENDI Peekaboo-k. These books delve into the narratives surrounding FENDI’s emblematic bags, the Baguette and the Peekaboo, celebrating the brand’s legacy of artistic innovation. Limited-edition copies of these books, which will be autographed by Silvia Venturini Fendi, are set to be released, appealing to collectors and fashion enthusiasts alike.
The takeover will occur at six historic venues throughout Milan, each with unique characteristics that enhance the overall experience. The Hoepli bookstore, established in 1870, is known for its extensive collection of technical and creative literature, while Libreria Bocca, dating back to 1775, is located within the iconic Galleria Vittorio Emanuele II and is cherished by art and fashion lovers. Edicola Largo Treves, situated in the Brera Design District, redefines the standard newsstand by serving as a creative hub for various pop-up events. The ADI Museum Bookshop, found within the ADI Design Museum, pays homage to Italian design through a carefully selected mix of classic and contemporary works. Additionally, Edicola Civic Portanuova represents a modern twist on the traditional newsstand with a focus on community engagement, and Edicola Civic Darsena, located beside the Navigli waterways, connects the worlds of design, culture, and fashion.
FENDI Baguette ‘Hand in Hand’ focuses on the 25-year legacy of the Baguette bag, showcasing collaborations with 40 Italian artisans who highlight traditional techniques, such as vegetable leatherwork and mosaic art. Photographer Lorenzo Vitturi’s work merges photography with sculpture, while essays from curators Eugenio Viola, Orsola de Castro, and Aldo Bakker provide insights into the evolution of craftsmanship.
Conversely, FENDI Peekaboo-k celebrates the 15th anniversary of the Peekaboo bag introduced by Silvia Venturini Fendi in 2008. The publication traces the evolution of the bag through 80 archival pieces, presented in four chapters. Contributions from notable figures including Sophie Fontanel and Naomi Watts, alongside a candid family discussion featuring Silvia and her relatives, enhance the personal narrative surrounding the design.
As Milan Fashion Week approaches, anticipation builds for FENDI’s Fall/Winter 2025-2026 collection, which will be revealed on February 26, 2025, at 7:30 PM CET, with plans for a global live stream. This initiative not only reinforces FENDI’s commitment to craftsmanship and innovation but also pays homage to its identity as a family-led Maison that has continually shaped the luxury fashion landscape for a century. The event encapsulates a blend of historical craftsmanship with modern artistry, bringing FENDI’s narrative to life in the heart of Italy’s fashion capital.
Source: Noah Wire Services
