Re-Branding

Fendi is the latest label to rescue Italy's crumbling treasures

Illustration by Kareem Iliya for TIME

When Rome's 18th century artists put the final touches on the city's famous Trevi Fountain, they capped the Baroque monument with a dedication from the Renaissance-era Popes who commissioned it. The fountain, immortalized in the film La Dolce Vita, is about to undergo a $2.9 million renovation, but this time, the sponsor isn't a Pope, an Emperor or even the Italian government. It's the luxury-fashion firm Fendi. "This is a gesture to give back to the city that did so much for us," says Fendi CEO Pietro Beccari.

As Italy stumbles through political and financial crises, it is struggling to preserve...

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