Three years after Palazzo and one after the announcement of discontinuing their whole line, Fendi is issuing a new feminine fragrance as a turnaround move in the market of fragrance, Fan di Fendi. Hopefully, the brand believes it will do better commercially than the previous efforts. (On that note, it's ironic that everyone's discontinued fragrance is Fendi's very own Theorema and yet it remains discontinued). But the new fragrance presents several interesting subplots which is why I chose to highlight its launch.
The juice in Fan di Fendi has been developed by Delphine Lebeau-Krowiakj, working with Parfums Luxe International, while the new flacon bearing the familiar entwined F of Fendi was designed by Fabien Baron. Probably the F in Fan corresponds in the logo which had fashionistas everywhere amok with the handbags, earning them their own moment of history in Sex & the City. Talk about emblazoning one's brand name into consciousness. But I digress.
The most interesting part is that the artistic direction of the new feminine Fendi fragrance was monitored by Francois Demachy, head of fragrance development at LVMH and especially Dior (see the Escale cruise collection). The new group structure is going to be called LVMH Fragrance Brands and this is going to occupy the luxury media for a while, I bet! It points to very specific directions within the LVMH Group and a desire for an umbrella supervision which would be a bit troublesome for some brands within the group with more of a characteristic fingerprint (Guerlain, Dior...)
Fan di Fendi is aimed at women who are "free, sensual, joyful and electrifying" (Sounds like they would give you a nasty jolt, but fear not) . The TV commercials are going to be appearing next September, with a "hot and rock n'roll" image that is scheduled to shock.Starring Anja Rubik, Abbey Lee Kershaw and Karmen Pedaru will be art directed by Fabien Baron and photographed by Darius Khondji, while the Kills will play in the background. It remains to be seen...
Notes for Fan di Fendi:
Pear, blackcurrant, Calabrian mandarin, pink pepper from Reunion, rose from Damascus, yellow jasmine, soft leather accents and Indonesian patchouli.
(Via Parfumerie Hyves Nl, thanks to Jakub)
Available in 30ml for 52 euros and 75ml for 90 euros, from September 2010 at major department stores.