Just when you thought the Italian fashion house had perfected its iconic Baguette bag, Fendi announced an updated version that even those of us who work in the industry didn't see coming.
The perfect fashion-beauty fusion, the 'FendiFrenesa' is, to put it simply, a scented Baguette. And we thought the style could get no more delicious...
Teaming up with Maison Francis Kurkdjian, a perfumery renowned for its audacity and boldness, the latest launch is an experience for all manner of senses. Did we mention that the bag is bright yellow?
Creating a gender-fluid Eau de parfum specifically for the Fendi launch, Francis Kurkdjian's leathery, musky scent said to 'reflect the nobility and fluidity of the Selleria leather' is a gender-fluid scent blended with an entirely inclusive customer-base in mind.
And while this may feel like the future of luxury fashion, it may not be as easy for other brands to copy this innovative idea as they might like.
Thanks to a patent filed back in 2014 by Francis Kurkdjian for reviving the tradition of scenting leather, the technique is seriously hot property.
Speaking of the launch, the perfumer said: "Out of love for fine craftsmanship and for my profession, I modernised a technique invented by 12th-century master glove maker-perfumers, successfully bringing it back to life."
"Today, this technique strikes a special chord with Fendi, thanks to a collaboration which has led us to join forces around shared values and a common aesthetic."
The bag's concept was unveiled for the very first time in Miami earlier this month, and the launch comprises three versions of the Baguette in varying sizes. Each bag comes with a complimentary bottle of FendiFrenesia, which can be use both on the bag and on the body.
All three styles are available now at the Fendi Miami Boutique, but UK shoppers can snap up the nano-Baguette - which comes with the 5ml fragrance - via the brand's website for £430.
And you won't want to wait until Christmas, as this bag is only available until December 20.
Race you there...
This article originally appeared on Glamour UK
