Fendi will fund the restoration of Rome's Trevi Fountain.
The fashion house have pledged their commitment to revamping the Italian capital's most historic fountains, including the beautiful landmark famed for visitors' tradition of tossing a coin into its waters.
The restoration is thought to culminate with a giant Fendi fashion show staged in front of the tourist hotspot in 2015 to celebrate the 90th anniversary of the luxury brand.
Pietro Beccari, Fendi's chief executive, said in a statement: "We are proud of being tied to the city, but I believe not everyone knows, and this is a great occasion to do something for the city that hosts us. Rome is a home of Made in Italy. There's an incredible savoir faire, but as well it's a source of inspiration for many."
A press conference held by Silvia Fendi, Pietro and mayor Gianni Alemanno is planned for this afternoon (28.01.13) to announce specifics of the four-year Fendi for Fountains scheme.
Chanel's creative mastermind Karl Lagerfeld is expected to attend and WWD reports that a special photo book shot by the designer will go on sale later this year.
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