This may sound surprising, but your bags have scents.
As they become part of your life, your carryalls and purses develop their own unique olfactory characters: A mix of the fabric with your favourite perfumes, cosmetics, books, mints, money and everything else they hold.
Fendi kept this in mind when developing its first FendiFrenesia Yellow last year, when the Roman fashion house collaborated with Parisian perfumer Maison Francis Kurkdjian to make its iconic Baguette — in the words of Silvia Venturini Fendi — “even more special and unique”. The result was a fascinating capsule of accessories crafted from the brand’s signature Selleria leather, which had been infused with a bespoke scent using a technique that Francis Kurkdjian revived and patented.
The limited-edition Baguette came in both regular and nano sizes, featuring Fendi’s signature yellow with a print created by Canadian-Swiss artist and photographer Christelle Boulé. The print, which Fendi calls “the Soul of FendiFrenesia”, was derived from depositing drops of the fragrance on coloured film paper, then drying it, exposing it to light and immersing it in development baths to reveal the olfactory imprint. Each bag also includes a 5ml bottle of the FendiFrenesia Yellow scent, which can be worn on skin or vaporised on the card hidden within if it needs a bit of refreshment.
This year, the audacious duo is following up with a second FendiFrenesia — this time in soft pink and a matching floral, cheery eau de parfum. Like the first edition, the FendiFrenesia Pink is made in the style of the Baguette with scented Selleria leather. Where Boulé imprinted the Yellow with “the Soul of FendiFrenesia, Fendi and Maison Francis Kurkdjian roped in Roman creative agency StudioAira to create “the Sound of FendiFrenesia”, a video that captures the visual and sonorous representation of the Pink fragrance. The animation and graphics in the clip below aren’t random: StudioAira deconstructed the colour and scent of the FendiFrenesia Pink into frequencies, waves and sinusoids, then codified them to form movement and images on the screen. Watch the mesmerising clip below.
The new FendiFrenesia Pink Scented Collection is now available at selected Fendi boutiques worldwide. The Maison will also release five Yellow Men’s Regular Baguette bags as part of the launch.
This story first appeared on Prestige Singapore