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Next year marks the 100th anniversary of the Roman maison, Fendi, a brand renowned for its longevity and innovation in the fashion industry. Creative director Kim Jones is dedicated to maintaining his own self-care rituals to enhance his creativity and well-being. From facial massages to meditation, walks in nature, and prioritizing sleep, Jones understands the importance of rest and care in fostering creativity. Jones also values a clean and tidy space for optimal sleep, emphasizing the importance of having one’s own bedding to create a sense of familiarity and comfort, regardless of location.

Jones believes that in 2024, the worlds of wellness, beauty, and fashion are more interconnected than ever before. He notes that people are increasingly interested in exploring all senses, from the sense of scent to the feel of fabrics, indicating a more holistic approach to design and aesthetics. This integrated approach is evident in the design of Prima Terra, Jones’ latest fragrance for Fendi, which comes in a refillable glass bottle inspired by Roman architecture. The bottle’s design reflects the attention to detail and craftsmanship that Fendi is known for, appealing to consumers who appreciate both beauty and functionality.

Prima Terra will be available for purchase at Fendi boutiques and online at fendi.com starting June 20, 2024. The fragrance has already garnered attention from industry insiders, with Fendi’s jewelry creative director, Delfina Delettrez, expressing her admiration for the scent and even taking some of the bottles for herself. Jones and Delettrez share a unique creative bond, highlighting the collaborative spirit that exists within the Fendi brand. Jones is delighted by the positive response to Prima Terra, noting the significance of connecting with others through the power of scent and design.

Jones’ approach to creativity and self-care reflects a growing trend in the fashion industry, where designers are increasingly focused on holistic well-being and sensory experiences. By incorporating elements of nature, clean design, and restful rituals into his daily routine, Jones is able to nurture his creativity and produce innovative work for Fendi. The launch of Prima Terra signals a new chapter for Fendi Fragrances, showcasing the brand’s commitment to quality, craftsmanship, and innovation in the world of luxury perfumery.

As Jones looks ahead to the future of Fendi and the fashion industry as a whole, he remains dedicated to creating meaningful connections through his work. His attention to detail, passion for self-care, and collaborative spirit shine through in his latest fragrance, Prima Terra, a reflection of his deep connection to nature and beauty. Jones’ commitment to well-being, creativity, and innovation serves as an inspiration to both the fashion world and beyond, setting a new standard for excellence and artistry in the industry.

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