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Fendi Conquers the Wall

Posted ideaonly on October 30th, 2007 | Filed under - show, Fashion Design

BEIJING - Taking luxury - and event marketing - to an audacious new summit, Fendi and Karl Lagerfeld on Friday staged a sunset fashion show atop the Great Wall of China, capped off with giant double-F logos projected onto neighboring mountains.

“I think it’s the first fashion show visible from the moon,” Bernard Arnault, chairman of LVMH Moët Hennessy Louis Vuitton, joked a few hours before 500 guests climbed steep stone steps to witness Karl Lagerfeld and Silvia Venturini-Fendi stroll down the 2,000-year-old structure to a rousing ovation. “It’s a big sign that China is the place where things are happening today.”

And how. The actresses Ziyi Zhang, Kate Bosworth and Thandie Newton joined LVMH brass, Beijing power players, Hong Kong and New York socialites and an army of press for an extravaganza said to have cost upward of $10 million.

As for Fendi’s next giant event, Lagerfeld and Venturini-Fendi tossed out a few ideas backstage: the pyramids of Egypt, the Taj Mahal or the ancient city of Petra, Jordan.

“Nothing is impossible’ is the Fendi motto,” Venturini-Fendi noted. “Let’s see what we’ll do next year. I told Michael, ‘You should get in touch with Richard Branson and book some space on the shuttle.”

[ Via: wwd ]