In alignment with the company direction, as proof of the commitment to protecting the environment, FENDI’s window props production suppliers have begun to explore responsible alternatives in materials, aiming at mitigating any potential environmental impact associated with production.
Embracing the use of new recycled raw materials, opting for certified production processes and implementing responsible-crafted packaging for shipment, represent significant steps toward cultivating more environmentally conscious window displays.
Since 2021, the Visual Merchandising Team has adopted innovative approaches post- windows set up, introducing the Recycling & Upcycling scheme. This initiative is designed to minimize the environmental impact of window displays by employing practices such as recycling, upcycling, downcycling or responsible disposal of window props. At the same time, it actively contributes to minimizing landfill waste and benefits the local community.
In Italy, a noteworthy illustration of FENDI sustainable approach to window design unfolded at the Milan Montenapoleone Store during the Winter Capsule 2022. The project involved FENDI Visual Merchandising Windows Team together with Fur Atelier, Style, Product and Industrial teams.FENDI’s creative project involved transforming fur leftovers into beautiful Fur Forest Trees for the festive display. After dismantling the display, the fur was reworked into 19 exclusive Baguette bag-inspired pieces, 8 in pink and 8 in green. Since November 2023, 15 of these pieces have been sold at FENDI’sflagship stores in Rome, London, and Paris.
The aim of the project went beyond transforming existing materials to animate the store during the Christmas period, showcasing FENDI’s commitment to the creative reimagination of materials to craft exceptional and unique pieces.
In 2024 environmentally responsible practices were prominently implemented to give a second life to materials usedin the Far East, including Japan, Korea, Macau, China, Hong Kong, and Taiwan. In particular, natural materials played a central role such as wood, metal, and acrylic were carefully collected, processed, and repurposed into new creations. For example, metal components were separated, melted down, and reformed into new raw materials, while plastics and resins were not discarded but instead pressed and granulated to form the foundation of recycled plastic materials.
Beyond basic recycling, FENDI also focused on extending the life of materials. Some wooden panels from window displays were repurposed into custom-designed bookshelves, transforming temporary installations into functional, long-lasting pieces. Acrylic elements found new life in decorative objects and artistic installations, demonstrating that luxury materials need not be single-use.
Looking forward to 2025, FENDI is taking these efforts even further. The goal is to ensure that at least 40% of the total production weight is made from recycled raw materials and that 50% of all materials used are recyclable, reusable, or compostable. This means pushing the boundaries of innovation, discovering new ways to repurpose even the most unconventional materials, and continuing to integrate circular economy principles into every aspect of visual merchandising.
