Fendi has tapped two French rising stars for its first short movie, debuting on the Italian brand’s web site on March 22.
Parisian up-and-coming movie director Rebecca Zlotowski filmed “Girl’s Secret,” which portrays the night out of a contemporary Marie Antoinette, the character who inspired Fendi’s spring collection, designed by creative director Karl Lagerfeld. The main character is played by French actress Sigrid Bouaziz, who is dressed in key outfits from the brand’s spring and pre-fall collections.
“It was incredible,” explained Bouaziz, describing her experience on the short movie’s set. “I loved playing the role and put myself in the shoes of such an emancipated, free and self-confident woman, just like Marie Antoinette was at her time.”
 

 
Opening with Bouaziz getting ready in her Rococo apartment, the film follows the imaginary nowadays Queen of France on a fun night with her girlfriends spent bowling and playing pool, as well as chatting and taking selfies in the car. Models Ella Richards and Maya Salomon, as well as actresses Tugba Sunguroglu, Bianca O’Brien, Raph, Louise Grinberg and Marilyn Lima are Bouaziz’s companies in her innocent escape through the street of Paris.
“Fendi shows us how to be ourselves and who we want to be: gender-mixing, perfect

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Geo political tensions, polarisation and populism in a growing number of countries could lead to possible disruption in international trade in clothing, the International Apparel Federation (IAF) has warned.

February proved to be a difficult month for the handful of US apparel retailers still reporting comparable sales figures, with all four recording a decline, and one turning in its worst monthly comp store sales drop in 19 years.

Jeans giant Levi Strauss & Co and internet behemoth Google have revealed the world’s first garment to feature Project Jacquard smart technology will be released later this year.

The Retail Industry Leaders Association (RILA) and management consultancy Accenture has revealed a new platform, designed to explore the impact technologies such as artificial intelligence and virtual reality will have on the retail industry.

Troubled British fashion retailer French Connection Group says it is moving in the right direction, despite widening its losses and booking lower sales in its last fiscal.

“We start our new, exciting journey,” wrote Emanuele Farneti in his first letter as Vogue Italia’s editor in chief in the magazine’s March issue, which hits newsstands today [March 14]. This is the first issue under Farneti’s tenure, succeeding the late Franca Sozzani, and in the letter he pays homage to his predecessor. “The work that starts today will be done not in her shadow but in her light, as her son Francesco [Carrozzini] said remembering her,” writes Farneti.
He also thanked the magazine’s vice director Ariela Goggi, who “has been the heart and arms of Vogue Italia for almost three decades, and has lent us her experience in these first weeks. Now she will start a new life, as she has chosen and earned, while we start our new, exciting journey,” confirming her retirement.
According to the newest cover story, Farneti’s creative approach intends to continue in the direction Sozzani gave to the magazine, channeling controversial and unconventional themes and aesthetics. In fact, the cover references the world of e-commerce, re-creating the layout of a web site and showcasing “add to favorites” and “add to cart” buttons. Lensed by Steven Meisel and styled by Karl Templer, model Lulu poses with three outfits, wearing Giorgio Armani embroidered tulle dresses over sweatshirts, including a

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PARIS — Signaling the end of a decades-long partnership, Adidas on Tuesday said it will not renew its contract with the French league one soccer club Olympique de Marseille after the end of the 2017-18 season.
The company said that after months of negotiations, and despite “several dynamic and ambitious proposals” on its part, it had failed to come to an agreement with the team’s new management on the terms of a new contract.
“As the club’s principal financial partner for many years, Adidas accompanied a club dear to its heart to the core with professionalism, commitment and success, both through the legendary moments and the more delicate times,” Adidas stated.
The German sporting goods giant is the main supplier to a number of the world’s leading soccer clubs including Manchester United, Real Madrid, FC Bayern Munich, Juventus Turin and AC Milan, as well as star players such as Leo Messi, Gareth Bale, Luis Suárez and Paul Pogba. As the official partner of a number of the world’s most important football competitions, such as the FIFA World Cup, the FIFA Confederations Cup and the UEFA Champions League, Adidas also equips a number of football federations including Spain, Germany and Argentina.

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ON THE SCENT: Balmain’s fragrance license could soon be up for grabs. By mutual agreement, Inter Parfums SA and Balmain have decided on an early termination of their licensing agreement, initially signed for 12 years starting from January 2012.
Despite the celebrity favorite being hot property in fashion land right now, thanks to creative director Olivier Rousteing, its fragrance sales have declined over the past two years, falling 21 percent to 3.8 million euros, or $4.2 million at average exchange, in 2016, and declining 5.8 percent the previous year.
Nevertheless, Philippe Benacin, chairman and chief executive officer of Inter Parfums SA, denied that the reason behind the early termination was its failure to gain traction in the category. “Balmain had an exit option from 2018 that was part of the contract when the license was initially signed,” he told WWD.
He said that at the time, Alain Hivelin — Balmain’s former majority owner, who died in 2014 — had told him that if the label was ever sold, he would like to be able to get the license back in exchange for a fee.
Mayhoola for Investments, the Qatar-based parent of Valentino and Pal Zileri, bought a majority stake in Balmain last July, as reported.

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