Fashion Industry Becomes Backbone of Italy’s Restoration Funds

Italy contains two thirds of the world’s cultural treasures, but although it may be rich with cultural heritage, it’s lacking in monetary funds to maintain the beautiful monuments and historic buildings that pay homage to the country’s complex history.

2015 saw the start of many restorations for Italy’s prized structures, but funding has not come from the Italian government. Instead, the Fendi fashion house funded the construction of the Trevi fountain, pouring 2.18 million euros ($2.9 million) into its waters. The restoration included cleaning the travertine facade and marble statues, waterproofing the main basin, and replacing the Latin inscriptions on the fountain’s walls. Water once again flowed freely through the fountain on November 3rd as many people gathered to witness the re-opening ceremony in which Pietro Beccari, Chief Executive officer of Fendi maison, was present.

According to the Huffington Post, Silvia Venturini Fendi said to the Fendi corporation that her family wanted to give something back to the city, as they established their business in Rome in 1925. She added that, “For Romans, water is inspiration.” Fendi has also offered their funds to save another fountain in Rome, the Quattro Fontane, with a donation of 320,000 euro ($430,000).

But Fendi isn’t the only fashion company that has stepped up to save some of Italy’s most famous architectural gems. Tod’s footwear company generously dropped 25 million euro ($34 million) to make the first complete restorations to the Colosseum. The restoration focuses on both regaining the strength of the overall structure and cleaning built up grime and filth off of the walls and pillars. Dirt is removed from the pillars by lightly spraying water on each surface for one to four hours, and during breaks between water, workers scrub the walls with tooth brushes or other soft brushes.

The Spanish steps are also receiving some much needed pampering with a 1.5 million euro donation from the Bulgari jewelry house. The steps are being cleaned and chips in them removed; plants that have grown through cracks are also being weeded.

Other fashion companies have joined the effort in preserving the historic and cultural richness of Italy. Yuzo Yagi, the owner of a Japanese fashion company, gave one million euros to restore the The Pyramid of Cestius. Renzo Rosso, President of the OTB Group, is restoring the Rialto Bridge in Venice with by investing five million euros into the project.

With government funding running low, these fashion powers have shown responsibility and dedication to Rome’s cultural beauties. But with the abundance of historical monuments and architecture existing in Italy, many more donations will be needed to preserve Italy’s historical and cultural treasures.