Fendi wants to be seen from the moon, and they’re sparing no expense.

The Italian fashion icon ‘Fendi’ announced that their next fashion show will be held on… the Great Wall of China! More details are available from Reuters.

I am not sure how many strings they had to pull for this one, but they are getting a lot of viral exposure simply from the choice of location. A Fendi fashion show in Milan or Paris wouldn’t draw any more chatter than is normal, but managing to get permission from Beijing for a show on the Great Wall? That’s worthy of mention in a few more newspapers. Great strategy for free exposure!

I am not sure if Fendi spent some time considering the brand association with the Wall of China. While the Great Wall is the largest human-made structure ever built, the ability to see it from the moon is more urban legend than truth. Does the Fendi brand want to evoke mental/emotional associations with the history and magnificence of the wall?

The show is scheduled for October 2007.

The video below is from Fendi’s Fall/Winter 2007-2008 Fashion Show in Milan a few months ago. In case you’re wondering about the soundtrack, the first song is called ”From Disco to Disco” by the German group Ladomat 2000.

Update: The video has been removed from YouTube. Instead, here is the actual footage of Fendi on the Great Wall of China. Enjoy!

Personally, I prefer Versace’s 2006 F/W collection over Fendi’s upcoming one. Check it in the video below.

(As spotted on Trend Hunter)