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The Italian luxury brand Fendi will celebrate its 90th anniversary this year with a fur-heavy haute couture show in Rome on July 7.
This isn't the first time Fendi's creative director, Karl Lagerfeld, has staged an haute couture "fourrure" show, though. The brand celebrated Lagerfeld's 50th anniversary as designer just last year with a fur extravaganza that warranted a strong PETA presence right outside as chinchilla, sable, and mink coat-wearing models made their way down the catwalk.
According to WWD, the house said that this is "the best way to celebrate Fendi's 90-year anniversary, as it expresses our roots and DNA while transmitting daring, creativity and craftsmanship in furs."
And from the looks of last year's sales, the fur-centered shows have been a commercial success. Although Fendi's parent company LVMH doesn't usually disclose numbers, WWD reports that the July 2015 show helped sell $913,000 worth of fur coats.
In an interview with the fashion publication just last year, Lagerfeld spoke on the importance of fur at Fendi, saying: "fur for me is something Italian because in France, I never do fur. There are not many great fur people here, and their technique is basic compared to what I'm used to."
A model at Fendi's Fall 2015 couture show wearing one of the house's fur coats. Getty Images: Victor Boyko