There are designer labels that just can’t seem to find their way in the fragrance world. One of those would be Fendi. As a brand they had two distinct eras of trying to become a successful perfume provider. The first era ended in 2004. That was despite producing one of the best perfumes of the last 25 years in Fendi Theorema. That it was a previous entry in this column shows the struggle Fendi had. After 2004 they pulled back and rethought their approach.
If the originality of something like Theorema was not going to draw consumers maybe there was a different tack. When the brand returned to making perfume in 2010, they put Francois Demachy in the position of fragrance creative director. Then they seemingly decided that originality was not going to be a priority. Instead they became a fragrance version of a greatest hits record. All the perfumes with Fendi on the label from 2010-2015 were made up of successful accords and tropes from other best-selling perfumes. The idea seemed to be if we can just take a little bit from the other perfumes on the perfume counter, we will find an audience. That I put a date up there to the end of this era is a giveaway to how successful it was.
Fendi is far from the only brand happy to mash-up the kind of accords which consumers desire. It is a too common way to produce perfume. The thing is if they pick the hits you like the most you will probably enjoy the tune even if it reminds you of other things. For me the right set of tunes showed up in Fan di Fendi pour Homme.
M. Demachy chose to work with a team of perfumers for all the Fendi releases in this second era; Benoist Lapouza and Delphine Lebeau-Krowiak. Usually this is my recipe for success with a consistent creative team. The strength here was they were all on the same page just figuring out how to balance the styles they were combining into something nice. For Fan di Fendi pour Homme they hit the right accords.
It opens on a mixture of herb and spice with basil and cardamom mixed with citrus. It is a sturdy opening; one which will remind you of many other perfumes. It switches to the men’s style of florals as geranium provides the heart. It picks up the green parts of the herb and the spice. It ends with a leather accord made deeper with patchouli before cedarwood provides the woodiness necessary in a “pour homme” perfume.
Fan di Fendi pour Homme has 8-10 hour longevity and average sillage.
I like Fan di Fendi because it fills in on a day when I don’t want to wear one of the many perfumes, of which I smell pieces of, within it. It has become a reliable weekend fall choice. It has just been recently discontinued so this, and any of the second era Fendi perfumes, are still out there to be found.
Fendi has now failed in two different approaches to fragrance. Will there be a third? Is there a path between originality and greatest hits? It will be interesting to see the answer if there is a return in a few years. The Dead Letter Office has two relics of the first two eras whether they are the final representatives of the Fendi fragrance output will only be seen with time.
Disclosure: This review is based on a bottle I purchased.