Fendi's Centenary Smells Good

Fendi has always been a family affair. Founded in 1925 in Rome, the luxury maison began as a fur workshop and handbag makers - a tradition continued by Silvia Venturini Fendi today with cult designs like the Baguette bag, which finds its name etched into the iconography of Fendi and their new perfume collection.

One of the five Fendi sisters, Venturini Fendi worked alongside the late Karl Lagerfeld, an outsider who was welcomed into the Fendi clan. After his death, Lagerfeld's artistic director role, overseeing womenswear and haute couture, was taken over by Kim Jones in 2020. Venturini Fendi and her daughter Delfina Delettrez Fendi, the Maison's Artistic Director of Jewellery, remain, as the Fendi family continues to grow.

Marking 100 years of the brand, seven fragrances speak to Fendi values and the people along the way. 'The fragrance collection tells the story of Fendi from another point of view. It expresses the essence of the Maison in a different way, by telling its story in a different language. Today, at Fendi we can readily say that we have explored and used all the senses', Silvia Venturini Fendi told press.

Consider each Fendi Haute Parfumerie bottle a new member of the family, a new archway in the colonnade of the Fendi HQ in Rome with the bottle design mirroring typical Roman, classical architecture.

Each scent pays homage to the Fendi clan. Casa Grande nods to the destiny of greatness with founder Adele Casagrande Fendi; Dolce Bacio her daughter Anna Fendi, whose sister Silvia Venturini Fendi lends her favourite phrase Perché No to another - alluding to the fact that at Fendi, nothing is impossible.

Ciao Amore and Sempre Mio look to the future of Fendi under Silvia Venturini Fendi's daughters, Leonetta Luciano Fendi and Delfina Delettrez Fendi, with the designer's iconic handbag La Baguette completing the fragrance septet alongside Kim Jones's Prima Terra.

Crafted to the same impeccable standards of a leather Fendi handbag, haute couture gown or ready-to-wear ensemble, perfumers Quentin Bisch, Fanny Bal and Anne Flipo worked side-by-side with the maison to concoct the fragrance septet. They sought to source raw artisanal ingredients including orange blossom, atlas cedar, patchouli, vanilla and iris from Tunisia, Indonesia, Madagascar, Italy and France. This global approach is reflected in the stories behind the scents too, with Jones explaining of Prima Terra that 'When we created the fragrance, my desire was to bring together all the scents that made up this chapter of my life: my youth in Africa.'

Underpinned by the essence of Rome, a centre of Roman sculptures and antiquity, lush gardens and pines and artisanal workshops, the Fendi fragrances are first and foremost Roman in spirit.

The Fendi fragrance collection is available now in Fendi boutiques and at fendi.com.