Fendi has unveiled an exciting location for its upcoming couture show, marking a significant moment for the brand. Scheduled for July 9, the event will take place at the prestigious Galleria Nazionale d'Arte Moderna e Contemporanea in Rome, under the creative direction of Maria Grazia Chiuri.
Attendees will enjoy a private preview of the exhibition titled "After un Percorso di Lavoro. Fendi/Karl Lagerfeld 1985. After Steps Through Work." While the exhibition pays tribute to the iconic designer Karl Lagerfeld, details remain a mystery, promising an intriguing experience. The exhibition will be accessible to the public from July 10 to October 25.
The GNAM museum, a former Barefoot Carmelite monastery established in the 17th century, houses over 3,000 artistic masterpieces, featuring works from renowned artists like Giacomo Balla and Giorgio de Chirico.
Chiuri, who took the helm as Fendi's chief creative officer in October, previously showcased her designs at Milan Fashion Week in February. This event isn't Fendi's first foray outside Paris for a couture collection; it will be the third time the brand has hosted a couture show in Rome, a city that serves as its home. Previous shows occurred in 2016 and 2019, both of which were monumental events in their own right.
In 2016, the Haute Fourrure show, designed by Lagerfeld, was held at the iconic Trevi Fountain, a groundbreaking moment for the historic site. The event celebrated Fendi's 90th anniversary and included an exhibition at the Palazzo della Civiltà Italiana. The 2019 show took place at the Temple of Venus, with Fendi contributing €2.5 million for its restoration.
Chiuri has a personal connection to Rome, having previously chosen the city for her farewell collection at Dior last year. Her love for the city is further exemplified by her ongoing restoration project at the Teatro della Cometa, which she has dedicated the last five years to reviving.
This upcoming couture show not only highlights Fendi's rich heritage but also reinforces the brand's commitment to artistic expression and cultural significance. As the fashion world eagerly anticipates this event, it signifies a bright future where fashion and art continue to intertwine, enhancing the cultural landscape of Rome.