Roman luxury house Fendi showed their Spring/Summer 2024 menswear collection off schedule during Pitti Uomo 104, opening their doors to their stunning new factory in the Tuscany countryside. Mediterranean scrub tree species from fig, holm oak, pomegranate, osmanthus, acacia, and oak, to strawberry tree, characterized the courtyards while olive groves snake around the grounds. Blurring the lines between indoor and outdoor spaces, Fendi also blurred the lines between artesian and workwear as Silvia Venturini took inspiration directly from the stunning factory floor where. While we made our way to our seats, we saw laser cutting and stitching, experiencing firsthand what it means Made in Italy, or more specifically “Made in Fendi”.

“Italy is synonymous with tradition, history, beauty, and above all excellence. We embrace the opportunity to invest in the Made in Italy and to sublimate the core values of craftsmanship, artisanal savoir-faire, and the power of handcrafting. Expertise and experimentation are all elements that support our marketing and company culture and at FENDI we believe that keeping and transmitting this level of tradition is fundamental for the coming generations. We are very proud of our roots, of this new chapter in Bagno a Ripoli, offering our teams a sustainable and caring working environment, while also contributing to the reconversion of a dismissed site “stated Serge Brunschwig, FENDI Chairman and CEO.

As sunlight filtered through large glass walls harmonizing with the terracotta core-cladding, Alexander Skarsgård, Jeremy Pope, Hero Fiennes Tiffin, Alton Mason, and Diplo were some of the many recognized faces who enthusiastically made their way through the atelier to their seats as chic factory workers in lab coats gave us a hint of what was about to be unveiled.

Venturini reworked the apron silhouette from denim to leather and halter neck shirts as one of many twists on elongated shirts while models walked out in clog-like sleek leather shoes redefining utilitarian. The FENDI Lab clog featured a swivel heel strap and moulded FF sole in bio-based rubber. Remnants of a clothier were found on fluid tailor from overcoats with dotted chalk marks, monogrammed trunks printed with the tools, and measuring tape in place of belts and toolbox-inspired bags.

Away from loud logos were quiet monograms from the coffee holder for ‘corporate artisan’, silk scarves, FF woven tweed, denim, jacquards, coated cotton, and linen shirts for a playful touch. Deconstructed shapes extended to bags with the new Baguette and Peekaboo styles in vegetal-dyed textiles, debossed leather ‘scales’, and trompe l’oeil ‘pattern-print’ graphics. The Fendi factory showed us that not only are there many exciting pieces in the works for next spring but that they are an incubator for sustainability and creativity.

Check out the collection below: