Karl Lagerfeld Will Design The First Fur Fashion Series For Fendi.

Fendi plans to show its first "haute fourrure" fashion series, which is designed by creative director Karl Lagerfeld and will be held in Paris in July 8, 2015.

Serve as brand fur and garment designer 50th anniversary.

"For me, fur is Fendi, Fendi is fur."

Lagerfeld tells WWD.

In the same week,

Chanel's advanced customization series will also be displayed.

Lagerfeld said he will introduce the creation elements of "Italy edition" to Fendi brand.

Although Fendi is a French luxury group

Its brand, but it was founded in 1925 in Rome, capital of Italy, has been specializing in the production of high quality fur products.

"It not only consolidates tradition, expands our ability, but also gives us a chance to try, just like fashion is an experimental platform.

This advanced fur series will be distinguished from Fendi fur and others. "

Fendi president and CEO Pietro Beccari told WWD.

Fendi always sells specially made and customized fur, and has recently expanded its studio to meet demand.

Pietro Beccari says that the price of advanced custom fur is not yet determined, and is progressing as well as the design of this series.

The price setting of this brand is usually the case, for example, its most popular fur ornament Bag Bugs is about 500 euros (about 568 dollars), while the rare and luxurious fur coat needs 500 thousand euros (about 567 thousand and 585 dollars).

"Some people are willing to invest in the fur business of Fendi, because they know that this is the best hand in the market."

Beccari added.

Fur has always been an important part of Fendi business, mainly in Hongkong, Japan, Korea, Russia, the United Kingdom and the United States.

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At present, the shareholding structure of Versace is like this: Donatella Versace and her daughter Allegra Versace Beck have 20% and 50% shares respectively in the GiVi of Gianni Versace SpA holding company; chairman Santo Santo holds 30% of the shares, and has the right to sell shares in the future when the company is going public; after last February's equity trading, Blackstone Group also owns a stake and contends with the shares.

At present, the products of Versace include: VERSACE ALTIER COUTURE (Versace advanced customization); VERSACE VERSACE (Versace fashion); second line brand: VERSACE COLLECTION (Versace advanced garments); VERSACE JEANS COUTURE (Versace comprehensive series, including SPORTS, JEANS Series); and (Versace's young brand, originally closed after 2004 is now redesigned);

Donatella Versace integrates the Internet and fashion, giving the fashion sense of modernity at the same time, adding some sense of future, fluent lines, romantic colors, and upgrading of Logo have the business thinking of luxury brands. Donatella's modern thinking is exactly the same as that of Burberry art director Christopher Bailey.

In the spring and summer show in 2014, Burberry and Apple worked together to take photos and videos through iPhone 5S. The Internet culture has been introduced into the theme of this season's Donatella. Both of them still maintain a consistently cutting standard in fashion. Business is starting to focus on a broader market and expand the layout. The younger consumers also push the brand to a certain extent, thinking about the meaning of fashion, and considering the symbiosis of technology and fashion.