The Ties That Bind

In its celebration of 100 years of heritage, Fendi applies the Invisible String Theory to its boutiques. Tweaking the concept to be indisputably Fendi, gilded ribbons are threaded through the house's historical creations and innovations to come, unifying past and present.

- by Vanessa Grace Ng

A singular sliver of metallic ribbon greets shoppers in Tokyo's luxury district of Omotesando. The ribbon peeks out and weaves itself around the familiar sight of a well-structured leather bag. Beckoning passers-by through shop windows, it solicits a closer look, or better, a step into the Fendi universe. Close to 10,000km away, in the world's most expensive shopping street, Milan's Via Montenapoleone also boasts the same sculptural gold strip, also woven to surround a plush handbag. And the story tracks everywhere else. The same sight recurs across close to 300 boutiques in prime locales, where the precise execution of the display hints at something larger at play.

Indeed, there is something akin to alchemy in all of this.