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October 10, 2012updated Feb 11, 2013

Fendi Celebrates ‘The Year of the Baguette’ With Online Pop-Up Store

By Pardhasaradhi Gonuguntla

Rome, Italy—Reported by Elite Traveler, the private jet lifestyle magazine

Fendi continues the celebration of the Baguette’s 15th anniversary by launching for the first time, a special ecommerce window, entirely dedicated to the Baguette world. The online pop-up store will be available on www.fendi.com starting from the beginning of October 2012, active in the major European markets, US and Japan.

Baguette fans will find online the new Baguette collection, iconic re-editions, unique vintage pieces and the Baguette Needle Point embroidery kit, a DIY package to create your very own hand-made Baguette. The exclusive limited edition t-shirt and foulards with Karl Lagerfeld’s sketches of his interpretation of the Baguette, the Baguette book and other accessories inspired by this iconic bag will also be available as an exclusive on fendi.com.

On the occasion of the online pop-up store opening, Silvia Venturini Fendi created a special limited edition Baguette, “Geometrica” exclusively available online at fendi.com. A white and blue regimental striped canvas Baguette has been realized in a limited edition of 100, featuring the iconic buckle in red and gold enamel, details in calf leather with a three dimensional effect and a red satin lining. The Baguette-mania pocket mirror will also be included in the bag.

The new online pop-up store crowns the year 2012 with the publication of the Baguette book edited by Rizzoli. The Baguette has since travelled the world with a series of events in flagship Fendi boutiques and with a series of Baguette-mania pop-up stores in prestigious concept locations such as Colette in Paris, Maxfield in Los Angeles, 10Corso Como in Milan, Dover Street Market in London and Tokyo.

Placing the icing on the diamond-encrusted cake, Fendi will present on baguette.fendi.com “The Art of Embroidery”, a special video created specially for the launch of the new online boutique, in collaboration with the artist Maurizio Anzeri, an Italian artist based in London. Anzeri uses black and white portraits usually from the 40’s and 50’s as a base for its colorful geometric embroideries. The video portrait of Silvia Venturini Fendi and the Baguette Needle Point fuse together in one unique art piece, creating a project that highlights the endless possible personalization of the Baguette bag and offers a tribute to its creator, Silvia Venturini Fendi.

www.fendi.com

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