FENDI ECO FUR
DIFFUSION LINE
Fendi Eco Fur by Elisa Hangasjärvi, Crystal Lee, Batool Chishty, and Fiona Wang is a new exclusive and trend-forward accessories and bags diffusion line made out of upcycled Fendi products. Customers that bring used Fendi fur products to the Fendi stores will receive a 20% discount on accessories and bags per donated Fendi item. The donated products will be sent back to Italy, where the materials will carefully be reprocessed and turned into a new line of products by the Fendi design and product development team. In addition, fur products that are leftover from previous seasons will be upcycled for the Fendi Eco Fur diffusion line.
The purpose of the new diffusion line is to take a step towards a more sustainable future and to start following the circular business model where the product ends up back to the brand after usage instead of being thrown away to trash to pollute the environment. In addition, the new diffusion line is targeted towards a new group of customers that want to buy sustainable luxury items at affordable prices.
We have selected 4 bags style which will be on-trend for the young woman next year (2019). They are the sculptural bucket bag, waist pack, saddlebag, and drawstring pouch. The common points of them are sculptural, functional, and practical. They are the inspirations for the Fendi Eco Fur bag design. According to the report, the big trend of 2019 is “The Feminine Thinker”. Therefore, the keywords for accessories design in 2019 are sculptural, classic but youthful, and geometrical.
Renderings: Crystal Lee
MISSION
“To create long-lasting eco-friendly fur; to be synonymous with both elegance and creativity; to blend sustainability and innovation, and kindle a beautiful dream.”
CORE VALUES
Fendi provides luxurious, high-quality products carefully crafted in Italy. The goal of the diffusion line is to provide beautifully made affordable luxury accessories and bags made from high quality upcycled/recycled and well reprocessed Fendi fur. With the help of new diffusion, Fendi aims to reduce the brand’s footprint and to approach a new segment of customers who are passionate about sustainability and eco-friendly products.
MOOD/COLOR
The mood and color for Fendi were based cohesively focusing on the Fendi Resort 2019 collection that just came out. The accessories are designed to be worn with the Resort’19 collection or could be styled differently.
The idea is to create a Resort’19 affordable eco-friendly line that is well received by Millenials. The colors are neutral and pastel that describes the mood for the holiday season making the community feel positive.
