Fendi's Invitation To Its Latest Fashion Show Includes A Box Of Fancy Pasta
by Rudy Sanchez on 09/25/2020 | 2 Minute Read
High-profile fashion shows attract the attention of the media and the public, all of whom eagerly anticipate a look at the latest creations from the world’s preeminent designers. Beyond the haute couture, however, fashion followers anticipate the pageantry that tends to accompany a show, and the presentation can sometimes rival the intricacy and artistry of the clothes on display. Every detail, from the theme, lighting, music, stage, and the folks that get invited to the front row comes under heavy scrutiny.
Even the invitation to the show is no exception, with designers creating unique and thematic pieces that go beyond a simple card. And that’s why Fendi’s latest fashion show invite for its spring/summer 2021 show included a bag of pasta.
Similar to high fashion, everyone knows Italy for its pasta, and Fendi partnered with one of the nation’s most storied noodle makers, Rummo. The brand still maintains traditional methods of pasta making, which includes using bronze cutters that result in rougher surface texture for superior sauce absorption.
The “invitation” pasta gets formed in Fendi’s signature brand mark, with the Rummo bag altered to sport the same chic signature "F" pattern. Otherwise, it looks like an ordinary bag of dry pasta. Also included in the invitation were Fendi family pictures and grandmother to Silvia Venturini Fendi’s lemon pesto recipe that pairs with the bespoke pasta.
Adding homey items is partly inspired by the recent and significant events for the fashion house. The pandemic hit Italy particularly early and hard, including the fashion world, and iconic designer Karl Lagerfeld’s death in 2019 was still very much on Silvia Venturini Fendi’s mind.
"At this time, to just talk about fashion seems not enough," Silvia told Vogue. "I wanted to talk about the values that are behind fashion, and I can tell you that there are a lot. In my family, we have always put great meaning into what we do. Here, I wanted to achieve clothes that are about the moment, but which also are part of your life, for your life."
The GRO Agency