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Fendi to open a pop-up store in Tokyo

fendi opens a pop-up store in tokyo - Retail in ASia

Fendi is opening a pop-up store in Tokyo at Dover Street Market, as it rolls out a capsule collection that is specific to the Japanese retailer.

As well as landing in Dover Street’s London and New York store, the Elephant Room pop-up in Ginza will highlight products of the “Fendi Vocabulary”, the key theme of the men’s fall/winter 2017-18 collection designed by Silvia Venturini Fendi.

The essential words of this vocabulary including Yes, Love, Fantastic, Trust, Hope, Think, were inspired by Ernest Hemingway, according to the house.

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In an interview with WWD, Venturini Fendi said that the collection vocabulary includes “very simple and common words that yet in their simplicity have a very important meaning that is going to be forever and that can help us in difficult moments. There are so many changes going on and things are moving faster and faster in the world, that is why I think that we have to evolve and look at the future with an optimistic attitude that can help us facing all these changes and challenges. Yet, we have to look forward without forgetting the fundamental values of the past. That is why I have chosen to use and print these universal key words on clothes, bags and accessories.”

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Exclusive products from the Italian luxury brand will be featured within each pop-up, and will be unique to each pop-up location. The capsule collection includes a t-shirt, a hat and a scarf emblazoned with Fendi, Love and DSM and London, New York or Tokyo, depending on the boutique. Each location also has a site-specific limited-edition collection with dedicated colours: pink for London, grey for Tokyo and blue for New York.

The items will be available in-store at Dover Street Market and at fendi.com.

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