Fendi Identity

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Italy’s cultural and artistic heritage attracts people from all over the world. The long and complex history of the country, its national and cultural identity, the rich and strong heritage of its cities, as well as multiple craftsmanship and textile traditions contribute to the success of Made in Italy. Italian identity possesses certain fluidity through its plurality, cultural and sartorial history of its cities, making it multifaceted and diverse. It is built upon the complexity of Italian character and it reflects hundreds of years of fashion history, multiple know-how’s, and numerous aesthetics, giving birth to both the cultural and emotional environment. Despite crisis and foreign acquisitions, the creative potential of the Made in Italy …show more content…
She starts her business in the times when the majority of Italian women is housewives, and could not even dream of working and maintaining themselves independently. A young bold entrepreneur Adele is able to convince Roman saddlers, whose rich history of craftsmanship techniques inspired her, to cut leather also for her unique pieces. Audacious, active and passionate about her idea, she is also a great admirer of her native city, Rome. The image of a woman-warrior, elegant and sophisticated, as Pallas Athena, the goddess of wisdom, crafts and civilization, was embedded in Fendi’s identity for a long time and communicated through the brand’s collections and active participation of the Fendi family in community life of the caput …show more content…
The allure of high life and the continuous swirl of parties are the epitome of this abysmal void existence, meaningless and senseless. At the beginning the life of a party queen, looking for an evasive source of inspiration, is covered with glitter and brings temporarily comfort and satisfaction. But the moment of insight is inevitable. The cult of the image, botox and cocaine, as well as continuous parade of social masks forever glued to the faces does not hide the desperation in the vicious circle of hedonistic lifestyle. This is a paradoxical every-human status: being a part of a rarefied world, her concerns are universal. Sudden realization of the personal futile existence in the beautiful oblivion, hidden under the endless “blah, blah, blah” is the way out, the way from complacency to self-awareness, acceptance of the reality
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