Source:
https://scmp.com/magazines/style/luxury/article/3031415/i-hope-all-brands-will-treat-animals-way-we-do-fendi-ceo Luxury
‘I hope all brands will treat animals the way we do’ – Fendi CEO Serge Brunschwig on sustainability and conquering China
The former Dior and Celine head talks about entering a new era with the Italian luxury fashion house – one that includes addressing sustainability, attracting millennials and ‘being the best’ in China
Serge Brunschwig, CEO of Fendi, says the brand aims to capture the attention of millennials through interesting capsule/streetwear collections. Photo: Daniele La Malfa
How have things changed since [former creative director] Karl Lagerfeld passed away?
[Nothing has] changed because the people he worked with are still here, and so is his spirit. His vision for the future, his youthful mind, have been passed on to all of us, and we continue to work with them. He is missing, but he’s in everyone’s heart.
What’s your strategy for the China market?
Our last presentation in Shanghai this year was more of a live performance than a show. Mixing different collections showcased different attitudes and spirit, distinguishing it from the Milan show. China is an important and developing market, interesting but also demanding. Our strategy is to be at the same level as the market, being the best – just like the Shanghai show.
Fendi has been a pioneer among luxury brand in creating capsule/streetwear capturing millennial clients. What’s your secret?
One of a kind, that’s Fendi. Fendi is also fun. We twist our craftsmanship to create surprises. Our role is to make young people interested and make Fendi known to the next generation, because they are the customers of the future.
Fendi has collaborated with many younger brands like Fila while being a heritage house. How do you balance the two?
There’s one word in marketing I don’t like, which is “coherence”. On the contrary, we want to be incoherent, a surprise. The world of luxury doesn’t come from luxe life, it comes from relaxation, from unexpected twists, so that we continue to be surprised and inspired. Meanwhile, the Fendi craftsmanship is always there, and together they are modern, which is also why it is crucial for us to have so many exchanges.
A look from Fendi’s Spring/Summer 2020 collection. The fashion house focuses on fun.
Fendi is famous for fur. What’s your take on animal rights and sustainability?
As far as animal rights are concerned, they are a] part of mankind. Can’t we treat animals better? Yes, we can. And I hope all brands will treat animals the way we do. We expected some controversy. Every consumer has an opinion and we respect that. Some people prefer fake fur, which is plastic and results in pollution of the planet, while some prefer fur or other natural materials like cashmere and wool. We offer different options. Sustainability is a big word. There’s also a human side to the story. We create a large number of jobs and beautiful lives, hiring young people who inherit traditional craftsmanship, and we’re passionate about this.
What are the shifts in the luxury industry that concern or excite you?
I’m not worried. My definition of luxury is rooted in creativity. It only works when a brand can bring in something new, something interesting. There are a lot of exciting changes. China is becoming more important. I was here at the beginning when the China market started. Twenty-five years later, it has become more challenging with the cultural differences, but we will continue [to do our best].
A look from Fendi’s Spring/Summer 2020 collection. Targeting the China market is part of the brand’s strategy.
Humour helps a lot. Why make things boring when you can make them fun?
How is working at Fendi different from working at Dior or Celine?
I have become more experienced over the years. I had the chance to work with some of the most fantastic masters in the industry. It’s different now as I have to be a master myself.
What’s your vision for Fendi?
Fendi is a luxury brand, with creativity as a highlight, and which has the richest and youngest customers. Our vision has always been the same: to take Fendi forward and expand, to give it a youthful life, with the right people, ideas and projects.
You seem to be a fun leader.
Humour helps a lot. Why make things boring when you can make them fun?
Job experience:
2018-present: Chairman/CEO of Fendi
2015-2018: Chairman and CEO of Dior Homme
2008-2015: COO of Christian Dior Couture
2006-2008: Chairman and CEO, Celine