Simon Hasan © Fendi

n conjunction with the Milan Furniture Fair, Fendi presented "Craft Punk", a series of performance art pieces that fused the worlds of fashion and design.

The event invited reflections on alternative modes of creation. Fendi sees the term "punk" as not just an aesthetic, but a state of mind that embraces audacity and challenge, rejecting conformity.

The 750-square-meter Spazio Fendi, a space generally reserved to fashion shows, was transformed into a platform where ten up-and-coming designers from around the world could express their vision. 

Throughout the event artisans from the Selleria Fendi provided input thanks to their savoir-faire and expertise.

The first challenge the designers faced was exhibiting their creative process live in front of the public, as their works continually evolved for three days before the watchful eyes of visitors.

Fendi also challenged them to create their works using materials discarded by the Fendi production workshop in Florence, including cuttings of fabric and leather, as well as plastic and metal elements.

Sarah Becker with Selleria craftsman © Fendi

Young Danish artist Sarah Becker brought the materials back to life as fashion accessories, with bags and jewelry. British designer Simon Hasan called on the medieval technique of boiling leather to harden it before transforming it into decorative objects.

"Craft Punk" ended with a vernissage dinner attended by Italian movie stars, including Melissa Satta and Giorgia Surina, as well as renowned designers like Tom Dixon and Arik Levy, plus fashion world VIPs.

The iconoclastic Fendi event was a remarkable celebration of freedom of expression in design, reaffirming the brand's passion for creativity.

(Published on May 19, 2009)