The Fendi Inauguration for it’s Arrival to Australia & why their Timing was Right

MimaMochi FendiRumi Piro-Chan and Bug-Kun Dancing

MimaMochi FendiRumi Piro-Chan Bug-Kun

MimaMochi Fendi Embellished Peekaboo, Double Micro Baguette, Bug-Kun Charm and Belt

MimaMochi Fendi Embellished Peekaboo, Double Micro Baguette, Bug-Kun Charm and Belt

MimaMochi Fendi Roma Spring Summer 2017 Books

MimaMochi Fendi Red Leather Backpack With Studs

MimaMochi Fendi Pink Knitted Open Toe Sandals

MimaMochi Fendi Kan I Bags and Fruits Charms

MimaMochi Fendi Two Tone Knitted Open Toe Sandals

MimaMochi Fendi Sneakers Red Fabric with Studs

MimaMochi Fendi Roma Peekaboo Baguette Bug-Kun Belt

FendiRumi Bug-Kun Piro-Chan Dancing MimaMochi

“Fendi in Australia just wouldn’t make sense”, is a sentiment I have heard among some of the fashion conscious over here. And by fashion conscious, I don’t mean the wannabes on Instagram who feign some sort of interest in the fashion industry to have their 15 seconds of fame. You probably know them too. They are the types that regurgitate the same material that everyone else is posting, wear rip offs of the designer labels and pretend to be big shots. In reality though, their attitude and generic sense of style show that they have no real appreciation.

The ones worth listening to are often the unknown heroes who treat fashion as a religion, and the star designers as gods. The sort of people that would risk their academic status to live stream a Dior fashion show in the middle of class and probably not care about the consequences if they were caught. These to me are the individuals who can make an intelligent statement about high-end luxury as they have a genuine appreciation that goes beyond having to impress thousands of followers or having to keep up superficial appearances. Whether they can afford it or not is irrelevant, because they will live, breathe and appreciate it anyway. They have an in depth understanding for the art form, however most importantly of all, learning about the industry fuels their soul and is a passion that keeps them happy. This makes their opinions above all else worth listening to.

In true me style, I have realized that yet again I have become consumed with my thoughts and have not entirely stayed on topic. It’s just, that when Fendi announced their intentions to launch officially in Australia I instantly thought about the reasons why their presence over here would not make sense. First of all, being the most distinguished furrier in the world, their coats, jackets and various other articles of fur apparel would not suit the climate of Australia. We simply do not have the kind of winters that Europeans face and are lucky even in Melbourne to get into the minuses. How would a house renowned for its fur survive in a young Australian market? However a lot has changed with Fendi (and the buying of luxury in Australia) in what seems to be a blink of an eye.

While Gucci has been lapping up all the attention and glory and largely overshadowing Fendi for the limelight, the former has confidently been making big waves in its own right. Fendi is having a huge fashion moment, and it is only a matter of time before everyone catches on.

Venturing into the realm of bag accessories, like the popular charms and “Strap You” range, has arguably brought this fashion house into the spotlight. Customization, you see, appeals to everyone, and these fun, beautifully made products entice a wider audience. The fashionistas who cannot afford some of the pricier bags or RTW items will instead invest in a cute fluffy Karlito or Piro-Chan. These products not only help to attract a new type of audience, they also combat a slowdown in luxury goods sales by enticing more people into store. This exposes even more consumers to the dream, which is an important long-term business strategy.

For example, that uni student who saved for her first Fendi bag bug charm may not be able to afford an exotic peekaboo right now, but she leaves the store with a lasting impression. Years down the track when she’s a successful lawyer at the top of her field, you can bet your bottom dollar that she will be back to buy that illustrious peekaboo, and maybe even a beautifully crafted piece of RTW. Most people buy emotionally, so that initial relationship with a brand during one’s youth should never be underestimated.

Furthermore, with the rise of social media and how instantly available and generic luxury items appear to have become, Fendi’s move is ingenious. While many people can own a bag strap or Fendi monster, there is a certain freedom with these items that allows the buyer to use and style them in their own unique way. It is said that millennials crave to be individuals, wanting a unique look to differentiate them from the rest. This in my opinion has been borne from social media where even the rarest of items are broadcasted and are destined to become the mundane and the ordinary. Instagram has become a hub for being bombarded with boring blue jean birkin after birkin, so Fendi has intelligently read the market and catered to people’s desires by providing options. The millennials have spoken and Fendi has delivered!

The old Fendi quite honestly wouldn’t have been successful in the Australian market. The new Fendi however is a completely different story. The house has gained momentum and the company’s progressive vision means that it could not have arrived at a better time. With a strong range of fun, customizable accessorizes and carefully curated RTW pieces, its short stint in Australia has already proven to be a hit. According to CEO Pietro Beccari, Fendi’s “ready-to-wear creations are performing very well — we are rapidly running out of stock.” He also concedes that the Italian house is “a bit late, to be honest” to make it onto the Australian luxury scene.

I personally believe that the huge emphasis on fur accessories is a great move for the Fendi brand moving forward. It addresses the initial dilemma of making fur work for our Australian climate, as a house so deeply intertwined with this art form must honor its heritage. Fendi without fur would be like Chanel without tweed. An old fashion house rich in history after all can never turn its back on tradition. Now with fun fur products that cater to a wide audience and are wearable in all climates, Fendi makes complete sense. They can showcase their expertise with fur, yet still cater to our weather conditions and young luxury market.

I feel privileged and blessed to have attended the inauguration celebrations of Fendi’s arrival to Australia with my dear friend Whitney and of course Mr Mochi. My deepest regret was leaving my phone in the Uber and thus arriving late, missing out on meeting Silvia Venturini Fendi and Pietro Baccari the CEO. However for me, it was special enough being there and ticking off the lifetime experience of seeing the FendRumi in real life and even getting a picture with them. It definitely was a magical night at the Sydney Westfield boutique and one I'll look back on with fond memories. I hope you enjoy Mr Mochi’s photography of this momentous occasion, @world_wide_whitney 's guest appearance and my editing of the pictures and writing.


Adrianna is wearing

Adrianna has styled her Fendi wave culottes, Flowerland belt, embellished peekaboo and Bug Kun charm with a Zara bodysuit.



  1. March 31, 2017 / 17:52

    Wow, the designs are stunning and definitely an eyecatcher! Fab! =)

    – Cielo
    Mermaid in Heels

    • April 2, 2017 / 12:26

      They have quite a few beautiful pieces at the moment!

      Thanks Cielo xx

  2. March 31, 2017 / 19:09

    The event looks super amazing. Loving the bags and shoes and your outfit was super fab 💕

    • April 2, 2017 / 12:29

      It was an amazing experience!

      Thanks Nancy xx

  3. Whitney
    March 31, 2017 / 22:19

    Yay the post is up! Love your view on Fendi A, it’s so true that Fendi’s entry into Australia is a tad belated but it’s always better late than never! I’m sure fellow fashion enthusiasts will agree that Fendi’s range and creative direction is definitely unique from its peers. It was a wonderful evening and yes you’re right, meeting Fendi Rumi in person just made it all the more magical! Who else has house mascots??

    • April 3, 2017 / 00:14

      Thanks so much gorgeous! Fendi are doing great things and I am so excited to see their future shows and inventions. We both love the fun, playful, girly and sparkly elements to their pieces. The Rumi are super cute and no other house has mascots like this. It was a special night and even more so because we had an epic trip with you xoxo

  4. April 1, 2017 / 01:52

    I think Fendi has found a great way of staying interested with their statement handbags that are, as you say, a great way of staying unique and individual. I think the bags are close to the style of Prada’s but still more unique and capturing the IG elite even better. I’ve never been too knowing of their shoes but loved the shoes you shared on IG and love the pink ones here. Haha love the street style vibe of them going high-end!

    Have a lovely week gorgeous!! Xx

    • April 2, 2017 / 12:31

      I’m glad you enjoyed the read Mary 🙂

      Many thanks

      Adrianna xx

    • April 2, 2017 / 12:33

      I really enjoyed the event and trip to Sydney 🙂

      Thanks Jennifer xx

    • April 2, 2017 / 12:34

      Mr. Mochi did such a great job with all the photos! 🙂

      Thank you Radi xx

    • April 2, 2017 / 12:38

      They’re so beautiful and fun!

      Adrianna xx

    • April 2, 2017 / 12:39

      Thank you Annabelle 🙂

      Adrianna xx

  5. April 2, 2017 / 00:17

    Amazing post and these photos are wonderful <3

    • April 2, 2017 / 12:42

      Thanks for your lovely words 🙂

      Adrianna xx

    • April 2, 2017 / 12:45

      Fendi are doing some great things right now!

      Thanks Amely

      Adrianna xx

    • April 2, 2017 / 12:47

      The Fendirumis are so adorable! They were especially cute when they started dancing and waving 🙂

      Thanks Hannah xx

  6. April 2, 2017 / 02:35

    the fendi current collection are all very lovely.
    these mascots came to singapore too. they’re too cute

    style frontier

    • April 2, 2017 / 13:22

      It’s so great how the Fendirumi travel around the world! 🙂

      Adrianna xx

    • April 2, 2017 / 13:29

      It was an incredible night and Mr. Mochi did a great job with all the photos 🙂

      Thanks Jen xx

    • April 2, 2017 / 13:38

      Thanks for your kind words Neha 🙂

      Adrianna xx

  7. Harija Ravi
    April 2, 2017 / 09:50

    Great content and love your thoughts on this post
    💗💗Thank you so much💗💗
    Hope you had an amazing weekend!!
    I am glad you enjoyed reading my recent posts and thank you!!

    • April 5, 2017 / 23:21

      Thanks for your support Harija 🙂

      Have an amazing rest of your week!

      Adrianna xx

    • April 5, 2017 / 23:25

      Thanks you Vaishali 🙂

      Have a wonderful week.

      Adrianna xx

    • April 5, 2017 / 23:30

      It was so much fun chatting with everyone and looking at all the items 🙂

      Adrianna xx

    • April 5, 2017 / 23:32

      Thanks Agnesse & Elisa 🙂

      Adrianna xx

    • April 5, 2017 / 23:32

      Thanks Agnese & Elisa 🙂

      Adrianna xx

    • April 5, 2017 / 23:34

      Everything they have is so fun!

      Thanks Tiffany 🙂

      Adrianna xx

  8. April 3, 2017 / 07:07

    SO CUTE! Amazing photos and look, Darling! Gorgeous as always!
    Thanks for sharing darling!
    Happy weekend!
    Much love, Len

    • April 5, 2017 / 23:36

      Fendi have so many beautiful designs at the moment. So hard to choose!

      Thanks Bernie 🙂

      Adrianna xx

    • April 5, 2017 / 23:37

      It really was, especially with the Fendirumi making an appearance!

      Thanks Sara 🙂

      Adrianna xx

    • April 5, 2017 / 23:47

      It was an amazing experience that I, Mr Mochi and my friend Whitney thoroughly enjoyed together. I know, everything Fendi is all super cute! 🙂

      Thanks Siffat 🙂

      Adrianna xx

    • April 5, 2017 / 23:50

      Thanks for your lovely support 🙂

      Adrianna xx

    • April 5, 2017 / 23:53

      All of Fendi’s pieces are so beautiful and colourful. It was a lovely night spent with great company. 🙂

      Thanks Camila.

      Adrianna xx

    • April 6, 2017 / 00:04

      It’s such an amazing space that’s well thought out with plenty of room. I think we all want to have those costumes to dress up in!

      Thanks Didier 🙂

      Adrianna xx

    • April 6, 2017 / 00:05

      It was a lovely evening 🙂

      Thanks Elefv

      Adrianna xx

  9. April 4, 2017 / 02:19

    What gorgeous and eye catching designs! I agree, Fendi is really onto something with the customization aspect – seeing the little Fendi monsters around hasmade me so happy. High fashion is accessible to those of us who spend our heads in the magazines dreaming about it!

  10. April 4, 2017 / 02:45

    Love these original bags and shoes!


  11. April 4, 2017 / 03:14

    Oh my!!! Those mascots are literally the most adorable thing I’ve seen today. I love Fendi, they have really cute pieces.


    • April 6, 2017 / 00:32

      The Fendirumis are so cute!

      Thanks Carina 🙂

      Adrianna xx

  12. April 4, 2017 / 03:27

    I couldn’t agree more. Often times, there is in fact an emotional connection to a luxury brand and item and providing a range of products that are affordable, as well as those that are left to dream and desire are fantastic business strategies. I’m sure they have an industrial psychologist who’s helped them notice this, haha. For instance, Louis Vuitton was my first ever luxury designer brand and it holds a sentimental value to me, as it was given to me at a very special time in both my life and that of my hubby’s. Now, I’m more inclined to want to invest in LV than any other, not to say I’d object to indulging in a Fendi statement purse or fab Gucci loafers 😉 Thanks for sharing your thoughts and experience with us, beauty; you look gorgeous at the event and those hot pink sandals are everything! I hope you have a wonderful week ahead!



    • April 6, 2017 / 00:34

      It was such a lovely night. 🙂

      Thanks Izabela

      Adrianna xx

  13. April 4, 2017 / 06:00

    Such an intellectual take on Fendi’s approach to the Australian market, of course it’s up to the brand to adapt to their market they’re expanding to – maybe by just doing accessories, but we’ll see how it goes!

    NEW POST | Instagram

    • April 6, 2017 / 00:36

      Thank you Katherine 🙂

      Adrianna xx

    • April 6, 2017 / 00:37

      They really are!

      Thanks Ann-Marie 🙂

      Adrianna xx

  14. April 4, 2017 / 13:11

    Such a fun event!! I love your photos and those Fendi bags are just too cute. Watching out for their return!

    xx, Amy

    • April 6, 2017 / 00:41

      Thanks Amy! All the Fendi bags are so cute!

      Adrianna xx

Leave a Reply

Your email address will not be published. Required fields are marked *