Diego Della Valle, the chairman of Tod’s, has been making a big ruckus lately about the need for Italian brands to protect Italian heritage – their own (ie their artisans and their skills) and their countries. First, he put his money where his mouth is, funding the restoration of the La Scala opera house to the tune of €2m and pledging to restore the Colosseum for €25m, and then he statred castigating his peers for not following his lead.
Well, now someone has. Yesterday Fendi announced it was going to single-handedly provide the funds to restore Rome’s famous fountains, starting with the Trevi fountain for €2m, and following with unspecified contributions for the nearby Le Quattro Fontane (the four fountains). Designers Karl Lagerfeld and Silvia Fendi made the announcement in front of a sketch of the fountain (above). It’s even got a catchy logo: Fendi for Fountains, or FFF, a play on Fendi’s own double F. Chic, no? Fashion to the rescue – what governments cannot do, luxury can. Branded philanthropy.