According to WWD, Fendi, the renowned fashion house owned by French luxury giant LVNH, is preparing to celebrate its hundredth anniversary with the launch of a high-end fragrance collection. This collection is designed to honor the brand’s rich history and its notable figures, spanning from its founder to newest generations like Kim Jones and Silvia Venturini Fendi.
Developed internally with assistance from LVMH’s fragrance division, this fragrance endeavor marks Fendi’s first foray into fragrances in over ten years. The collection will be available in Fendi stores and online starting next month.
WWD reports that the new fragrance project takes a distinct approach in terms of strategy, market placement, and availability. Priced at 300 euros per bottle, the scents will exclusively be sold through Fendi’s retail channels, setting them apart from previous distribution methods. These scents feature meticulously chosen, concentrated ingredients such as Tunisian orange blossom absolute, Calabrian bergamot, Indonesian patchouli, French iris, and Madagascan vanilla, among others.
The fragrances will be progressively introduced to a range of Fendi stores globally and on the brand’s e-commerce platform from June 20. Chinese consumers can expect the fragrances to become available in September. Alongside the standard 100-ml bottles, customers will have the option to purchase a box set containing all seven fragrances in miniature 10-ml sizes, priced at 300 euros.
This marks Fendi’s return to the fragrance market after over a decade. The brand originally introduced the fragrance line back in 1985. However, all Fendi fragrances were withdrawn from the market following the termination of the beauty licensing agreement with YSL Beauté, a division of the Gucci Group, in 2005. In 2007, Fendi launched the Fendi Palazzo fragrance, but it was discontinued in 2009. In 2010, the brand introduced a new fragrance, “Fan di Fendi,” which became the first Fendi fragrance under the LVMH perfume brand, but it was also discontinued in 2015.
