WWD.com/runway/fall-ready-to-wear-2010/fashion-scoops/fendi2511184
runway
fashion-scoops

Fendi's New Dimensions

Luxury brand Fendi films catwalk show in 3-D for potential use in stores and at special events.

The sliding brick set wasn’t the only three-dimensional element in Thursday’s Fendi show. The Roman brand was filming the catwalk display in 3-D for potential use in stores and at special events. Several specially equipped cameras caught the action, but Fendi’s chief executive officer Michael Burke said the biggest investment would be in postproduction. “If you want an ‘Avatar’-esque immersion, you have to do that off the catwalk,” he explained. “Most of our experimentation is going to be in the mixing room.” After all, the main moving element in a runway parade is a model’s feet, Burke noted: “She’s not flinging stuff at you.”

Design Miami director Ambra Medda was also in a forwardlooking mood, saying she would collaborate with Fendi again on a project to be unveiled at Milan’s Salone del Mobile in April. Dubbed “Design Vertigo,” the project will reunite four creative talents from different disciplines around themes including science and craft. “It’s a show about hope and responsibility,” she said. “After the recession, everyone got slapped in the face and had to reconsider their life. This is a real opportunity, because people are more open-minded.”