Not long after Tod’s famously announced that it was financially supporting the restoration of Rome’s famous Colosseum and Diesel for Venice’s Rialto Bridge, Fendi is announcing that it will sponsor the 2.2 million euro restoration of the 250 year-old Trevi Fountain.
In a world that seems to be increasingly outsourcing fashion manufacturing to the more affordable Asian countries, Italian fashion houses seem to be focusing on cultural and historical restoration of their home country. This comes as a breath of fresh air and a sigh of relief to Italy and the Italian fashion world.
Although now a French acquired company, Fendi was founded in Rome in 1925 and has maintained it’s face as an Italian born empire.
“It’s really important for Fendi to restate its Italian origins”, said Pietro Beccari, Fendi CEO.
Unfortunately due to budget crisis, weather and tourist traffic, the Trevi fountain, Colosseum and other important historical landmarks are falling into disrepair.
In my opinion, the most humbling side of this story is that aside from a small plaque of recognition and some scaffolding signs during construction, Fendi is being fairly tight-lipped about their involvement in the entire ordeal. They are also allegedly spending 320,000 euros to restore Rome’s Renaissance-era Quattro Fontane.
In a country that relies on history, tourism and fashion to maintain La Dolce Vita, the capital city is in dire need of some tender loving care and luckily, Fendi is swooping in to save the day.
Valeria Carrano is Fashion Director & Contributing Columnist for Italia Living.
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