Influx

Luxury brands have a big image problem on their hands and urgently need to re-position themselves to be relevant. They need to search deep within themselves to unlock the “truth” that set them apart.

At the recent furniture fair in Milan, Fendi made a step forward in the right direction.

It took over a space, brought in truck loads of scrap material and invited a dozen industrial designers to make objects live.

For the opinion leaders Milan attracts, it was a good way for Fendi to immerse itself in the craft of making and to push against the frivolity of its fashion image.

Expect to see more luxury brands getting to grips with the substance over style story in coming months.

Posted by Ed Cotton