The invitation to Fendi's show is a pack of Rummo pasta

Following the custom that invitations to fashion shows should be anything but invitation tickets, Fendi won everything today, when it extended invitations to its SS21 show in the form of a Rummo pasta pack. A perfect object that, far from wanting to replicate the preciousness of an extravagant collector's item (like the watches that flowed backwards sent to Louis Vuitton guests), immediately recalls a decidedly more homely atmosphere – as well as riding the wave that sees fashion in dialogue with the food world. Jacquemus had used a loaf of hot bread to invite fashion's upper echelons to his FW19 show while, for the Epilogue collection, Gucci had sent baskets of fresh vegetables.  

In an interview with CR Fashion Book, American entrepreneur Claire Olshan, who owns a boutique and café in New York, explained the relationship between fashion and food in these words:

«In this day and age, consumers want value from their purchases. They are not just buying the product, they are buying the experience and the inspirational world that the product holds».

Words that could be applied very well to the package of pasta signed Fendi, which recalls a deeply familiar and very Italian experience as can be to cook a plate of pasta. The collaboration with Rummo, which is one of the most popular pasta producers in the country but has for years preserved its artisanal aesthetic thanks to its corporate history, packaging and its bronze drawing technique – perfectly symbolizes the upscale spirit of Fendi, adding a layer of affectionate irony to the invitation and putting it into that domestic dimension that the whole world has had to rediscover in recent months.