Fendi by Fendi: launched in 1985 in association with Florbath Profumi di Parma.
Fendi approached the world of fragrance very carefully, with Elizabeth Arden manufacturing the fragrance, the fragrance was first sold exclusively at Bloomingdales with one half ounce of the parfum retailing for $100 and 1.7 oz of the eau de toilette for $32.
Speaking through an interpreter, one of the five famous Fendi sisters, Carla, explained, “More than provocative, it’s more important to do something different. We want the person who chooses Fendi do so because she loves Fendi. We“Wanted our fragrance to be everything...pure emotion on the skin, mystery, beauty, passion.” The fragrance was aimed at what Carla saw as “a modern woman. A working woman, but one who never leaves nor neglects her femininity.”
When speaking about the design of the packaging Fendi revealed that the double F logo is “a crowning of our work style.” The perfume captures the Fendi spirit that has its heart in Rome. The fragrance is "the passion of Rome" and the bottle reflects Rome with it's classic lines and golden coloring (like a Roman sunset).
When speaking about the design of the packaging Fendi revealed that the double F logo is “a crowning of our work style.” The perfume captures the Fendi spirit that has its heart in Rome. The fragrance is "the passion of Rome" and the bottle reflects Rome with it's classic lines and golden coloring (like a Roman sunset).
Fragrance Composition:
So what does it smell like? It is classified as a chypre floral fragrance with woody and spicy notes. It begins with an aldehydic flowery top, followed by an elegant floral heart, resting on a woody, powdery base.
- Top notes: rosewood, bergamot, aldehydes, mandarin orange, coriander, lemon and cardamom
- Middle notes: jasmine, tuberose, nutmeg, ylang-ylang, rose, jasmine, orris, carnation, lily of the valley, geranium and cypress
- Base notes: myrrh, benzoin, tonka bean, vanilla, leather, spices, patchouli, vetiver, sandalwood, cedar, ambergris, oakmoss and musk
Bottle:
Presented in a bottle designed by Pierre Dinand in 1985. The bottle was manufactured by both Pochet et du Courval and R. Bormioli. The plastic was by Mayet, a blow molding specialist (plastic materials and mascara packaging) and Inca, one of the leaders in the global market for luxury packaging that specialized in the development of packaging components in aluminum and plastic destined for perfume and color cosmetics.
Fate of the Fragrance:
Fendi by Fendi was originally produced and distributed by Bethco Fragrances, Inc. of New York, New York (a subdivision of Elizabeth Arden-Faberge, Inc). Bethco operated as the upper end American producer of Chloe, Lagerfeld and Fendi perfumes.During this same time, Fendi was producing the fragrances in Italy, so the labels and boxes will be marked with "Fendi F.p.d.p SPA Parma." While Elizabeth Arden SPA Milano distributed the fragrance in the rest of Europe.
In 1989, Unilever purchased Bethco Fragrances, Inc. If you are looking for the original vintage version, make sure your box or label mentions the "Bethco" name.
In October 1999, LVMH and Prada, the Italian fashion house, established a $900 million joint bid for Rome-based Fendi.
Later reformulations have boxes marked Made in Italy or Made in France.
FENDI PROFUMI SpA FIRENZE" in the label while the second reads "F.P.d P PARMA"