Come with me on this Roman adventure about fragrance and family
Family has always been at the heart of who Fendi is as a brand and what they do. In honour of the design house’s upcoming centenary celebrations next year, Fendi is releasing their very first family of fragrances. A complete collection of seven scents, each inspired by an individual member of the chosen Fendi family.
I was lucky enough to jet off to Rome to celebrate the launch of this new fragrance collection and learn more about the stories behind the scents.
In this post, I’m taking you all with me!
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First, a little bit of history
The prelude to my Roman adventure?
Rome in 1925 when Adele and Edoardo Fendi set up their fur and leather goods company, soon opening a stylish boutique in Via del Plebiscito. From humble beginnings, Fendi has grown into one of the world’s most well-known and revered fashion houses. How was such an incredible feat achieved? It’s got a lot to do with family.
It’s not uncommon for fashion brands to start out and grow as family businesses but Fendi’s story is truly unique. The young married couple Adele and Edoardo combined fur and leather artisanal skills with a strong entrepreneurial spirit to establish a strong foundation for the brand.
In 1946, their five daughters joined the family business. Anna, Alda, Carla, Franca and Paola Fendi came to be known as the legendary Fendi sisters, each taking on a different aspect of the company and successfully growing the label. Together, they brought on Karl Lagerfeld as the brand’s Creative Director in 1965 and watched their namesake go from strength to strength.
And the Fendi family are still heavily involved today. There are now third and fourth generations of the Fendi family playing key roles in the house’s continued success. So what better theme than family to celebrate the brand’s first ever complete collection of fragrances honouring almost a century at the top of Italian fashion?
FENDI ROMA The city that awakens all senses
Fendi is the very essence of Rome. So, of course, there was nowhere better than the Italian capital to mark the launch of this new scent offering. It’s been said that you can visit Rome with your eyes, with your heart and with your nose. On this Italian adventure, I was focusing on the latter.
With my trusty Fendi Peekaboo in hand, I was transported through my senses to a world of Italian heritage, love and magic. Highlights included a visit to the rose garden Il Roseto Comunale Roma to experience all things sweet smelling and, of course, photo ops at the magnificent Palazzo della Civiltà Italiana.
The Fragrances
And now onto the fragrances. Each of the seven scents is inspired by a member of the Fendi chosen family. I loved the brand’s iconic FF logo stamped onto the top of each bottle and, of course, the trunk-style case that housed three of my favourite perfumes from the collection. It felt very special, like an invitation to find out more about the label’s leading figures and honour them.
So let’s get into each perfume
PRIMA TERRA for Kim Jones, by perfumer Quentin Bisch
Honouring Kim Jones, the Artistic Director of haute couture, ready-to-wear, and fur collections for women and a member of the chosen Fendi family, this scent draws inspiration from the designer’s youth in Africa. With tangerine, rosemary and oak moss, it’s rich and woody, a strong scent for the strong woman in all of us.
PERCHÉ NO for Silvia Venturini Fendi, by perfumer Quentin Bisch
A fragrance with simplicity as its manifesto. PERCHÉ NO honours the third-generation Fendi designer Silvia Venturini Fendi. The mind behind the iconic Baguette and Peekaboo bags, Silvia is the current Artistic Director of the label’s accessories line. She’s known for her genius simplicity when it comes to design so this fragrance is all about championing that. With a hint of spice, pink pepper, sandalwood and balsamic, it’s everything you want for an everyday, yet special scent.
SEMPRE MIO for Delfina Delettrez Fendi, by perfumer Quentin Bisch
Part of the Fendi family’s fourth generation of designers, Delfina Delettrez Fendi heads up the house’s jewellery division. This scent is an homage to her childhood memories of Morocco, with notes of bergamot, cedarwood and orange blossom.
CIAO AMORE for Leonetta Luciano Fendi, by perfumer Fanny Bal
Described as a summer break that lasts all year round, this next perfume features fig, orange blossom and tonka bean to evoke memories of Ponza, an island between Rome and Naples where the Fendi family spends their summers.
DOLCE BACIO for Anna Fendi, by perfumer Anne Flipo
Damascene rose, sunny apricot and the dry, smoky accents of Indonesian patchouli. This sweet-smelling scent is an enduring one.
CASA GRANDE for Adele Casagrande Fendi, by perfumer Quentin Bisch
To honour the matriarch of the Fendi family, this fragrance is said to embody the entire history of the brand. Somali myrrh, amber, cherry, vanilla and tonka bean combine to create something very special – the ultimate tribute to the founder.
LA BAGUETTE for Tazio and Dardo Vascellari Delettrez Fendi, by perfumer Anne Flipo
For the twin sons of Delfina Delettrez Fendi, the La Baguette fragrance gets its name from the Baguette bag, a timeless design associated with the idea of a new generation. It’s sweet like youth, with floral notes and Madagascar vanilla.
xoxo, Tamara
