It'S The 50 Years Of Old Buddha'S Job.

2016 is the 90th anniversary of FENDI, and it is very important for Fendi.

In order to welcome this special moment, Karl Lagerfeld announced earlier this year that Fendi will join the high ranking team for the first time. In July this year, Gao Ding fur series was introduced.

Just Fendi entered the Japanese market for fiftieth years, and the brand also celebrated with Peekaboo Project.

Brand action is frequent, and it is also a brand image reengineering strategy.

In the fashion world, Fendi is the synonym for fur. However, Fendi is not just fur products. Its brand has been widely distributed over the years.

The introduction of men's clothing, perfume and accessories, and so on, even in the face of rising awareness of environmental protection, and the introduction of artificial fur.

In 1970s, Karl Lagerfeld designed manuscripts for Fendi, and he could see that he boldly integrated the concept of clothing into fur design and injected a new look into Fendi.

To talk about the new generation, it is necessary to look back at the past. Fendi was founded in 1925 by the founder Edorado Fendi, from a small shop specializing in leather accessories.

With its reputation for its exquisite leather technology, Fendi has been more innovative in its technology. In 1938, it launched the Selleria series handbag with the inspiration of doctor bag.

After 1946, the five generation of second generations of family members joined the family business. After that, Karl Lagerfeld was hired as the creative director to make the first change for brand innovation.

When Karl first entered Fendi, the brand name changed immediately. From the first generation of squirrel designs to a neat double F logo, the logo was adjusted again in 2013, adding the word ROMA to flaunt the authentic culture origin of the brand from Rome.

In addition to trade marks, the second thing for Karl is to re interpret the image of fur. Starting from the concept of Fun Fur, the traditional way of making a production is no longer a traditional one.

At the end, we should use dyeing and mixing techniques to make the fur belt completely new.

In 90s, in order to meet the trend of social anti fur movement,

A double faced overcoat with fur and mesh fabric was designed to refurrow fur lines. From the tailoring, the fur should be adjusted as the details of the garment, so that the fur can be changed to a practical and people oriented side.

Fendi always spares no effort in innovation.

Fendi chairman Pietro Beccari for 2016 brand

Expressing full confidence, he has repeatedly told the media that the outside world is bound to see a completely different design from ordinary fur or other Fendi.

For this high-profile series, Karl doesn't think it's a celebration at all, but it's another attempt.

From another perspective, 50 years of cooperation can not help but realize that Karl is seven hundred and eighty years old.

The vitality of Karl Lagerfeld seems to make this problem even more confusing.

There are hardly second or 50 years in a person's career, let alone a fast changing fashion circle.

Looking forward to the next 50 years of Fendi and the next surprise of Karl Lagerfeld.

Now Fendi's fur design still has the spirit of Fun Fur, and integrates the popular styles and elements at the same time.