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Susanne Ljung: The trim on the rumor by polishing on a world heritage site

It is no coincidence that the world's largest modekonglomerat, the French companies LVMH and Kering, instantly relieved of their wallets and donated huge sums to the reconstruction of the fire-weary Notre-Dame cathedral in Paris.

rather, It was only a matter of time. Elsewhere, it is precisely fashion brand in recent years is the monthly on the monuments by large financial contributions and – not least – have ignored the critical voices raised about the renommésnyltande and favorable tax deductions.

in particular, many of Italy's famous buildings and monuments have received the help of the right brands with that trimmed up to fornstor shine.

the grand amphitheater of the Colosseum in Rome, built around 70 years ad, is, for example, the exclusive Italian fashion - and accessoarmärket Tod's. It is among other things behind the famous ”bilskon”, a dainty loafer with visible gummipiggar on the sole.

Read more stilkrönikor by Susanne Ljung

Tod's owner, Diego Della Valle, pumped over five years into more than 250 million to, among other things, ensure that the Colosseums facade gently skrubbades clean from 2,000 years of dirt and exhaust fumes. ”The Colosseum is Italy, beautiful Italy, which everyone knows. And a monument that represents Italy around the world must, of course, to be renovated,” said Diego Della Valle stressed that it was a cultural project, not a commercial.

But often they go hand in hand.

the Attention was, for example, fashion label Fendi for a few years ago for its ambitious renovation projects for several of Rome's fountains, ”Fendi for Fountains”. It all began with Fendis ceo, Pietro Beccari, a day tune around Rome in his car and on the radio heard that a big lump fish had come loose from the city's famous barockfontän, Fontana di Trevi. That is to say, the fountain that Anita Ekberg made even more famous by Fellini's ”la dolce vita” make a splash dressed in a black evening gown, 1960.

Anita Ekberg in the Fontana di Trevi in Rome in 1960, a scene from the film ”The sweet life” (”La dolce vita”). Photo: Riama Film

snyggades to more than 20 million, and became, as of an event, finished just in time to Fendi celebrated 90-year anniversary in 2016. Mark took the opportunity to hold a well-publicised fashion show with the fountain as a backdrop. Something that modemärkets then designer Karl Lagerfeld looked like an obvious win-win situation.

" Countries for which Italy is in bad condition. Thank goodness that someone can pay for maintenance, he said.

No, of course, means that the fashion brands will require access to Notre-Dame as a thank you for renoveringshjälpen. But don't be surprised if that would be the case.

At the same time presented the exclusive Italian smyckesmärket Bulgari a plan-and money – over 150 million – for the renovation of one of Rome's most famous, but worn out, the monuments – the Spanish steps. The company's ceo claimed that this huge trappbygge was ”a jewel in the form of the baroque” and said to have ”adopted” it. Just in time for the brand's 130-year anniversary.

in march of this year, fashion label Gucci it would help to financially sponsor the restoration of Tarpeiska the cliff, the place on the south side of the Capitoline hill in Rome, from which condemned murderer and traitor brutally thrown out during the roman empire. 28 may fit the brand to hold a fashion show before 2020 at the Capitol. And the face of the brand's autumn collection was photographed the clothes at the archaeological excavations at Herculaneum and Pompeii at Naples, both on Unesco's list of world heritage sites.

None of this means, of course, to fashion brands from the sponsoring Kering and LVMH will require access to Notre-Dame as a thank you for renoveringshjälpen. But don't be surprised if that would be the case.

the Rialto bridge in Venice. Photo: Ron Sachs/CNP

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