Fendi will hold a fashion show called "Haute Fourrure" in Rome on July 7th, 90 years since the opening of the brand's first store.

The collection, which was presented in Paris and at the Tokyo National Museum in the 2015-16 autumn/winter season, celebrates the 50th anniversary of the collaboration between Fendi's two proud designers, Karl Lagarfeld and Silvia Venturini Fendi.

Regarding the show being held in Rome to commemorate the 90th anniversary of the opening of the first store in the city where the brand was founded, Fendi Chairman and CEO Pietro Beccari said, "There is no better way to celebrate Fendi's 90th anniversary than to hold an Haute Fleur fashion show in Rome. It expresses our roots and DNA, while conveying the bold creativity and craftsmanship demonstrated in fur. Rome is the enchanting Eternal City, and it represents Fendi's values of preserving tradition and history while looking to the future."