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The seductive allure of creativity in sustainability is the project presented by Istituto Marangoni Firenze in collaboration with FENDI started in May 2022. The project involved, under the creative direction of New York artist Sarah Coleman, a number of students from the Florentine school in a process of recovering materials previously used in the FENDI’s window installations.

The project placed the material at the centre of the creative process, thinking about how a discarded material coming from window installations in FENDI boutiques can be deconstructed to find new life in a completely new context and in the form of a work of art, also thanks to the collaboration with Pardgroup, the historic Italian brand that handles the window changeout operations of all the brand's European flagship stores.

Mentor Sarah Coleman worked alongside the students, accompanying them through the processes of conception, development, and the final execution of their work, was showcased in October 2022 within the exhibition space at FENDI Factory in Capannuccia (Bagno a Ripoli-FI) as the symbol and at the same time the result of an increasingly integrated approach to the theme of sustainability.

The project represented FENDI’s commitment to sourcing the best sustainable materials and implementing the most effective measures to create excellent and responsible products, combining it with the support to new generations of future talents in the world of craftsmanship and luxury.