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Fendi will celebrate its 90th anniversary later this year by staging a unique haute-fourrure show in Rome.

Set to take place on 7 July, the show is designed to show off the brand’s craftsmanship in fur. Fendi opened its first boutique in 1926 (in Via del Plebiscito, Rome) with a small fur workshop and today is the only worldwide luxury label to have its own in-house fur atelier.

“An haute-fourrure fashion show in Rome is the best way to celebrate Fendi’s 90-year anniversary, as it expresses our  roots and DNA, while transmitting daring creativity and craftsmanship in furs,” says Pietro Beccari, Fendi chairman and CEO. “Rome is a magical and eternal city and its represents Fendi’s values, tradition and historic patronage while looking towards the future.”

 Fendi previously joined the official couture schedule in July 2015, staging its first-ever haute-fourrure show. Silvia Venturini Fendi and creative director Karl Lagerfeld will lead the anniversary celebrations in July.