‘I hope all brands will treat animals the way we do’ – Fendi CEO Serge Brunschwig on sustainability and conquering China
The former Dior and Celine head talks about entering a new era with the Italian luxury fashion house – one that includes addressing sustainability, attracting millennials and ‘being the best’ in China
How have things changed since [former creative director] Karl Lagerfeld passed away?
[Nothing has] changed because the people he worked with are still here, and so is his spirit. His vision for the future, his youthful mind, have been passed on to all of us, and we continue to work with them. He is missing, but he’s in everyone’s heart.
What’s your strategy for the China market?
Our last presentation in Shanghai this year was more of a live performance than a show. Mixing different collections showcased different attitudes and spirit, distinguishing it from the Milan show. China is an important and developing market, interesting but also demanding. Our strategy is to be at the same level as the market, being the best – just like the Shanghai show.
Can’t we treat animals better? Yes, we can … We expected some controversy
Fendi has been a pioneer among luxury brand in creating capsule/streetwear capturing millennial clients. What’s your secret?
One of a kind, that’s Fendi. Fendi is also fun. We twist our craftsmanship to create surprises. Our role is to make young people interested and make Fendi known to the next generation, because they are the customers of the future.
Fendi has collaborated with many younger brands like Fila while being a heritage house. How do you balance the two?
There’s one word in marketing I don’t like, which is “coherence”. On the contrary, we want to be incoherent, a surprise. The world of luxury doesn’t come from luxe life, it comes from relaxation, from unexpected twists, so that we continue to be surprised and inspired. Meanwhile, the Fendi craftsmanship is always there, and together they are modern, which is also why it is crucial for us to have so many exchanges.
