On Thursday, Fendi is set to host a fashion show “Legends and Fairy Tales” at the iconic Trevi fountain. The show is held in conjunction with the luxury fashion brand’s 90^th anniversary; as such the chosen location of its hometown is a fitting tribute.

Having opened its first boutique at Via del Plebiscito in 1926, the brand featured a small fur atelier and leather goods workshop. Today, it is a world-renowned brand that hosts in-house ateliers; highly skilled artisans who produce finely crafted pieces from Italy. The backdrop of the show, unique in its own right

With the help of the Trevi Fountain’s water and, the brand is set to unveil a catwalk that features the effects of water and lights — co-ordinated to infuse a magical atmosphere to the show. “A Fashion Show in Rome at the Trevi Fountain is the best way to celebrate Fendi’s 90 years anniversary as it expresses our roots and DNA while transmitting daring creativity and craftsmanship. The Trevi fountain is a unique place and its represents Fendi preservation of values, tradition and historic patronage while looking towards the future,” states Pietro Beccari, Fendi Chairman and CEO.

Playing on the concept of water, the brand has also launched a new mini-site to countdown to the show. Along with the countdown, the site will provide daily content in English, Italian and Chinese that detail its journey over nine decades. The site will also host the live coverage of the show on July 7.