Five years after it paid for the restoration of the Trevi Fountain, the fashion house Fendi is coming to the rescue of another icon in Rome – the ancient Temple of Venus.
The company, which was founded in Rome, has pledged €2.5 million to clean and restore the remains of the temple, which was built by Emperor Hadrian and was the largest in the Roman Empire.
Located on a mound known as the Velian Hill, it was dedicated to Venus Felix, or Venus the Bringer of Good Fortune.
Officially inaugurated by Hadrian in AD135, it was damaged by fire in the fourth century and rebuilt by the Emperor Maxentius.
To mark the initiative, Fendi will next week put on a fashion show amid the towering ruins of the temple, which is located in the heart of the Roman Forum, just a few hundred yards from the Colosseum.
The show will be a homage to Karl Lagerfeld, its former creative director, who died in February.
The collection, entitled The Dawn of Romanity, will feature 54 different outfits, one for every year of the German designer’s career with Fendi.