Fendi Roma (Legends)

Image of Fendi Roma (Legends)
Release Date: 
July 25, 2016
Assouline Publishing
Reviewed by: 

If there was ever a book that could elicit excitement and anticipation just from its sheer size and presentation, Fendi Roma would be it. Fendi Roma is an ode to the brand, the family, and the half century collaboration between Fendi and Karl Lagerfeld. If one were to consider this to be the standard against which all books of this genre would be measured, there would be a scarcity of others that even approach its overall qualities.

“If you can imagine it, you can achieve it; if you can dream it, you can become it,” said William Arthur Ward, renowned scholar. You can be 99.9% certain Mr. Ward was not speaking of Fendi, but the brand is proof positive of this very simple and inspirational quote.

There are not enough superlatives to properly describe this epic ode to Fendi, the brand, family, and innovator. They rewrote the rules of fur, and they were among the first logo status brands. Did you know the double F logo is not just the play of initials but also stands for fun fur? They are without question one of the most technologically advanced and innovative brands in the world. Their abilities and capabilities are without equal, as is the seemingly neverending creativity of Karl Lagerfeld.

“Nothing is impossible,” said Silvia Venturini Fendi, which has become the Fendi mantra.

The book explores the geographical connection between Fendis and Rome and offers an insider’s view of everything you ever wanted to know about Fendi. The authors offer an extremely conversational, relaxed, and intelligent story of this family, which surely has to do with the unfettered access they were given to the Fendis and to Lagerfeld. They wisely proffer just enough text to tell the almost century-old story of the Fendi family and brand. The text is simply stated and often quite straightforward including many quotes from all of the players.

One of the rarest qualities of this book is that the reader almost feels as if he or she were reading a story “hot off the presses,” as the book traces back from the present and then back over the 90-year history of the brand. To say that the photography within is exquisite would be an over simplification of this astounding visual banquet. Make no mistake; the visual aspect of this paean is almost overwhelming in its beauty; that is not to say that the text should go unread as it is equally enlightening.

Lastly the reader must keep in mind that if ever there were a case for gender equality it would be the Fendi sisters and family who have been at the helm for a vast majority of its history. Another point is to keep in mind that despite its high profile and advanced fashion prowess the roots of Fendi are in its heritage and reputation. One last little tidbit is that if not Bloomingdales, specifically Marvin Traub, it is possible we would not have known about Fendi for many years—a visionary matched to innovation!