Stone Inside #2: An interview with Anna Fendi

Anna Fendi: an entire life spent leading the fashion and the interior design world, an entire life dedicated to researching luxury and elegance.

Fendi is an international brand: its iconic “double F” is universally recognized as a symbol of that eclecticism and refinement which revolutionized both the prêt-à-porter and the haute couture.

Anna Fendi’s style is indissolubly linked to Rome, her home city and her first source of inspiration, to which she keeps giving her full daily commitment.

An indissoluble tie that is reflected in Villa Laetitia, a fascinating historical residence on the Tiber banks, just a short walk from Piazza del Popolo.

1.    How important is Rome in Anna Fendi’s cultural and sense production?

Rome is the origin of everything, even if it is very difficult to be innovative in a city that is already everything. I have always liked wandering around its streets and alleys, discovering new spots, enjoying the beauty of its squares, its buildings, and that special light that makes everything magical. Rome has always inspired me, even in the simplicity of certain suburbs or in the local old shops.

I have always believed that Fendi was Rome and for this reason I have never wanted to move our showroom, I always ask our clients to come to Rome.

2.    This love for Rome is reflected in your commitment for Villa Laetitia. How many satisfactions are you getting from this creation of yours?

I get many different satisfactions on a daily basis: from talking to our guests at breakfast time, from all the praises our starred Chef Danilo Ciavattini receives for his gourmet dishes, from the events we organize which give me the opportunity to put a special touch to the mise en place and to the flower arrangements. Villa Laetitia is a little kingdom that shares its beauty with all our guests and I am very proud of it.

3.    How did you manage to mix your different souls and make them live all together inside Villa Laetitia?

I never worried about time. I wanted a preservative restoration that would bring the Villa back to its original charm: every detail, every material has been properly studied and I can honestly say, without any presumption, that Villa Laetitia is a unique place in the world both for charm and personality. Villa Laetitia gave me a lot and I tried to give all myself to it.

4.    What are the architectural elements, the materials and the interior design solutions that characterized its restoration? What role did the natural stone play in it?

The restoration of Villa Laetitia followed one fundamental rule: preserve as much as possible, trying to respect its history and to complement, wherever the time left some gaps behind, with materials compatible with the image of the place and, at the same time, recognizable as contemporary interventions. I mainly focused  on renovating the graniglia floors, giving them a strong identity and a marked character. I then tried to be coherent when choosing the furniture and the finishing touches, making an effort not to be too influenced by the latest trends. I wanted a timeless place!

5.    How does it feel like having dedicated your entire life to haute couture, to innovation in interior design and to a continuous research into giving new meaning to luxury?

My job has been my lifeline whenever I went through difficult times. I am passionate about my job. The construction site has become my creative laboratory: it is a space where I can be myself and fully express my creativity.

6.    Upon selecting partners for your creations, how do you usually find the best professionals who share your same passion for excellence?

I have always had a natural flair for finding talented professionals: for example, Maria Grazia Chiuri and Pierpaolo Piccioli, Creative Directors of the Maison Valentino, have been precious collaborators of mine in the past and are good friends nowadays. I like hiring young professionals with an international profile as they continuously give me new inputs, just as much as I enjoy working with artisans who appreciate innovation and are willing to experiment.

7.    What would you suggest to new graduates and young professionals who would like to invest their talent into researching beauty?

Do it and never stop believing in it. I started working when I was very young in my family’s shop. At the time, I did not like my job at all. In order to escape the boredom and dissatisfaction I was feeling, I created my own alternative, my sisters followed me and then Fendi eventually became the brand everybody knows nowadays. Passion and enthusiasm are the ingredients of success. With the ongoing financial crisis that is affecting the entire world, there seem to be no great opportunities for the younger generations. My advice for them is to be proactive, resilient, humble and as collaborative as possible.