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Fendi fetes Madison Avenue store with celebrity charity project

January 28, 2015

Fendi boutique on Madison Avenue Fendi boutique on Madison Avenue


Italian fashion house Fendi is celebrating the opening of its new Madison Avenue boutique in New York with a charity auction with familiar local faces.

Five New York women, including a blogger, model and actress, have embellished a 3Baguette handbag for the brand, which will be auctioned online to benefit causes selected by the tastemakers. This online event invites a global audience to participate in the store opening, extending the reach of the celebration.

Personal touch
Fendi hosted a similar event for its New Bond Street store opening in London, asking locals to put their own spin on a Peekaboo bag (see story).

This time around, the star is Fendi’s new 3Baguette bag, based on its original Baguette designed by Silvia Venturini Fendi in 1997. While the shape of the bag remains largely the same, the clasp and other details have been altered to differentiate this new version (see story).

On a dedicated microsite, consumers can view the designs and learn about their creator’s chosen nonprofit.

Fendi 3Baguette Madison SJP

Screenshot of Fendi 3Baguette auction page

Sarah Jessica Parker chose gold and purple tones for both a 3Baguette and a Micro Baguette, which will benefit the Brain Trauma Foundation’s efforts to improve the outcome of brain injuries.

Rihanna’s dramatic style comes through in her 3Baguette in black on black embroidered mink featuring a double F logo and Micro Baguette in gunmetal. The singer selected the Clara Lionel Foundation as her charity, which she founded in 2012 to honor her grandparents through social initiatives.

Other participants include blogger Leandra Medine, model Jordan Dunn and artist Rachel Feinstein.

The auction will begin on Feb. 13, in time for the opening event for the store.

Fendi Madison Avenue store interior

Interior of Fendi Madison Avenue store