Wandering around Rome's cobbled streets is a multi-layered olfactory experience: The scent of freshly brewed espresso mingled with the toasty, herbaceous aroma of basil-topped pizzas fresh from the oven; the smoky scent of incense of ancient churches; and sweet jasmine that covers the stone walls of many buildings. Vibrant, heady, romantic-this is what Rome smells like. Indeed, scents have a way of evoking a sense of place, and Fendi's new collection of luxury fragrances is intended to do just that.
The launch of the Fendi Fragrances marks the first step in the Roman Maison's journey towards its centenary. Comprising seven distinct perfumes-inspired by a member (or honorary member) of the Fendi family-the collection delves into Fendi's rich heritage and familial ethos.
Founded by husband and wife Edoardo Fendi and Adele Casagrande, the House of Fendi's connection to the Italian capital runs deep. It funded the restoration of the Temple of Venus and Roma, where the brand staged its couture collection in July 2019, and paid tribute to Karl Lagerfeld, its late creative director.
The 15-month undertaking to reinstate the temple to its former glory cost €2.5 million (S$3.6 million), and reiterated Fendi's continuing love affair with Rome. As I stood at the very spot where models like Kaia Gerber, Mariacarla Boscono, and Vittoria Ceretti walked for the 2019 show, now returned to its former glory, it was evident that Fendi is committed to preserving the heritage, art and culture of its native city.
Fendi also financed the restoration of the Palazzo della Civiltà Italiana, now its headquarters, where I and the other journalists encountered the enchanting new fragrances created by perfumers Quentin Bisch, Fanny Bal, and Anne Flipo, who worked closely with artistic director Kim Jones, as well as Silvia Venturini Fendi and her daughter Delfina Delettrez Fendi.
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