Fashion month was the ultimate confirmation that fur is and will keep on being the strongest trend both for winter season and, paradoxically, for summer season. Not only prêt-a-porter but also couture: in fact Fendi, in the middle of MFW, stated that Karl Lagerfeld will be presenting Fendi’s first fur-centric couture show.

Titled Haute Fourrure, it’s a tribute to the long and illustrious history of the brand. Founded in 1925 as a fur boutique and atelier in the heart of Rome – Via del Plebiscito – it later on became a ready-to-wear and accessories leader. The collection will be presented during Paris Couture Week the 8th of July 2015 (alongside the Chanel show, meaning that Karl is going to head two couture shows the same week) and will be only available upon request.

Fendi is not the only brand riffing on established codes and reinventing iconic styles: Giorgio Armani, after his Milano show, announced that he will add another string to his bow: a collection of recognized timeless classics redesigned with a modern touch, entitled New Normal. In the meanwhile Ermanno Scervino is preparing the launch of Ermanno, in order to inject his collections with a sense of newness. 100% Made in Italy and created for a younger target, it’s going to have lower prices as it maintains his craftsmanship high quality legacy.

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