Luxury fashion label Fendi has teamed up with five celebrities including Sarah Jessica Parker, Rihanna, Rachel Feinstein, Jourdan Dunn and Leandra Medine to design their very own Fendi bag for charity.
The bags are all 3baguettes, a new style that was revealed at the end of last year and showcased a more practical construct, with the signature FF logo working as an actual lock, rather than a piece of decoration.
Each celebrity has had full rein on designing their bags and they have also chosen which charity the proceeds will go to.
The bags will be unveiled at a cocktail party to mark the opening of the brand’s newest flagship store on Madison Avenue in New York on Feb. 13, which will be hosted by, amongst others, Karl Lagerfeld and Silvia Venturini Fendi.
Here the bags will be on display from the opening day to March 13 and interested parties can purchase them through a dedicated online auction site, launch3baguetteauction.fendi.com, which will go live at the end of this month.
Charities chosen by which Celebrity
Each celebrity has chosen a charity close to their heart, with Rihanna picking her very own Clara Lionel Foundation, which she founded in 2012 in honor of her grandparents. This is a global charity that help to improve the quality of life for communities in areas such as health, education, arts and culture.
Sarah Jessica Parker’s charity is The Brain Trauma Foundation, and
Jourdan Dunn’s is The Sickle Cell Disease Association of America.
Leandra Medine is giving her support to the Ovarian Cancer Research Fund whilst,
Rachel Feinstein has chosen to help the Naomi Berrie Diabetes Center at Columbia Presbyterian Hospital.
Chairman and chief executive officer of Fendi, Pietro Beccari explained to WWD why the different celebrities were asked to design a Fendi bag:
“The Fendi customer is active in different fields and engaged socially. There is not only one kind of woman and they are each excellent in their own field,” he added:
“It’s a celebration of femininity. After all, think of the five [Fendi] sisters. Karl and I are like brothers surrounded by all these women.”
The executive described how involved each woman got in the process of designing:
“They had free rein, choosing their favorite colors, favoring their own personal tastes. It also shows that nothing is impossible with the incredible artisans at Fendi,” said Beccari.
Why Fendi decided to choose the Baguette for the women?
He also explained why Fendi decided to choose the Baguette for the women, stating that “is a fantastic creative outlet in its essence and is easy to adapt to different styles. It’s perfectly in line with the more personal taste that is emerging today. The uniqueness, the differentiation, the variations and the customization perfectly symbolize the current trend.”
Speaking of the new Peter Marino-designed flagship store, which opened at the end of November in New York, and where the bags will be situated, Beccari said “it had been a while” since the last big event in New York:
“It’s a market that is greatly picking up for luxury. We are very happy with its performance and this is our homage to the relevance of this market now and in the future.”
This is not the first time that Fendi have put their bags and their celebrity fans to good use; last year, to mark the opening of their London flagship store, they launched a similar charity project. On this occasion they asked Tracey Emin, Gwyneth Paltrow, Zaha Hadid and Jerry Hall to redesign the Fendi Peekaboo handbag, which managed to raise much needed funds for the London and Bristol-based Kids Co.