On November 11th, FENDI laid the foundation stone for their brand new factory in Capannuccia, near Florence. The otherworldly location is the Roman luxury house’s base of operations for their own kind of Green New Deal – continuing their dedication to developing innovative ways to make fashion that bit more sustainable, no matter what the cost.

The brand, who recently announced Kim Jones as their new Karl Lagerfeld succeeding Creative Director, is set to tackle three main issues in regards to their eco-footprint: environment, supply chain and community. Detailed on their website’s new sustainability area, the house spell out the necessary details about their usage of sustainable materials for FENDI’s many many high-end products, the environmental standards of its production sites and stores that use state of the art technology to preserve their surroundings, as well as the transparency and responsibility of its supply chain and its long-term commitment in the education and training of young talents by way of the Massoli Academy in Rome and their role in LVMH’s Institute des Métiers d’Excellence training program.

Besides championing the latest in cellulose-based fibres for lining and packaging across the board, the Roman fashion house has also introduced the FF Green Interlace Capsule Collection. Brand staples like the iconic Peekaboo and Baguette bags are enveloped in certified FF cotton and recycled polyester, created through a traditional Interlace technique which champions the utmost craftsmanship approach design by making use of our hands. Initially launched in green, you know, the universal symbol for eco-lovers across the world, the collection is also available in the iconic FF tobacco/brown for the more traditional of shoppers.

You can find out more about FENDI’s sustainability efforts here – and that’s on making sustainability that bit more sexy!