Fendi and the Eternal Fountain

Since the 1980s, the Grotto of Diana, a feat of Renaissance architecture, has been off-limits to the public. 

Located at Villa d’Estethe grotto, a UNESCO world heritage site one hour north of Rome, was built between 1570-72 by Paolo Calandrino. Dedicated to Diana, the goddess of the hunt, it contained water fountains and statues, stucco walls with relief scenes inspired by Ovid’s Metamorphoses and openings offering light and views of the surrounding landscapes. 

For decades, however, the grotto has been closed to visitors and in desperate need of repair. Then, two years ago, Fendi announced it would support the restoration. “This initiative renews our commitment in protecting and enhancing Italian cultural heritage, which in the past has led us to the restoration of symbolic places in Rome to preserve beauty for future generations,” Serge Brunschwig, Fendi’s former chief executive officer, told WWD at the time.

As of today, the Grotto of Diana is once again open to the public. “This project represents another investment in the future that begins with memory of the past: a commitment to preserving the beauty and history of our country, passing this precious monument on to future generations,” Silvia Venturini Fendi, Fendi’s creative director, said in a statement.

It’s not the first time Fendi has supported the rehabilitation of historic Italian landmarks. Famously, in 2013, Fendi announced it would fund the €2.18 million restoration of Rome’s Trevi Fountain – where, in 2016, it staged its FW2017 show.

Also in 2016, the maison pledged to support the restoration of four fountains: the Acqua Paola at the Gianicolo; the Mosè in Piazza San Bernardo; the Peschiera in Piazzale degli Eroi; and the Acqua Vergine at the Pincian Hill, at a cost of €280,000, WWD reported at the time. It grouped this work under an initiative called Fendi for Fountains.

Though water fountains may seem an unusual cause for a luxury fashion brand, for Fendi the monuments have long been part of its storytelling. 

In 1977, then artistic director Karl Lagerfeld commissioned filmmaker (and his long-time partner) Jacques de Bascher to direct Histories d’Eau, a short film featuring model Susy Dyson, dressed in a range of summery, carefree Fendi ensembles. Dyson plays a tourist who passes by Rome’s fountains, including the Fontana della Barcaccia where she dips her toes; the Fontana del Tevere where she bathes and collects water in a vial; as well as the Fontana della Dea Roma and the Fontana della Navicella. 

Her odd but captivating journey includes a surreal visit to a showroom where she tries on furs alongside the five Fendi sisters. The short-but-stylish short film finds new resonance this year: its breezy fabrics, nature-inspired embroideries and sunny color palette serve as the inspiration for Fendi’s summer collection.