Today an exhibition of photographs by
The initiative comes a few weeks after the announcement that Fendi is funding the restoration of one of the most beautiful monuments in Rome, Italy and, perhaps, the world: the Trevi Fountain. The fashion house announced it will grant ?2.18 million for the project, aimed at bringing back the fountain to its pristine splendor on the occasion of the 250th anniversary of its completion. The contribution will be commemorated by Fendi logos on signs during the restoration period, and a small plaque of appreciation upon completion. Moreover, the fountain will not be closed during the works, allowing tourist to keep adhering to the tradition of throwing a coin in it, only to be assured in the popular belief that they will come back to Rome sooner or later.
Karl Lagerfeld, apparently, masterminded the project: "I think the fashion world is lucky because a few labels like Fendi and others do well enough that they can pay for this kind of restoration", he said. Fendi is in fact following the steps of other Italian big fashion houses: last year, Tod's announced it will finance a ?25 million restoration of the Colosseum, while Diesel will provide ?5 million for the restoration of Venice's Rialto Bridge. Fendi will also be funding the restoration of the Quattro Fontane, the "Four Fountains," in Rome, for ?320,000.