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Italian label Fendi, helmed by Karl Largerfeld, is to show its first ever couture collection at Paris Haute Couture Fashion Week in July, based around its history with fur.

The presentation, which Fendi is terming its first “Haute Fourrure” fashion show will celebrate Karl Lagerfeld's 50 year collaboration with the brand, the longest relationship in the fashion world between a designer and a fashion house, and will showcase a “luxurious offering of incredible never before seen pieces, the ultimate creativity and craftsmanship in fur.”

Pietro Beccari, Fendi chairman and CEO, said: “We are honoured to take part for the first time in the Haute Couture Fashion Week in Paris with the collection of Haute Fourrure. This marks a step forward in Fendi's history, the ultimate expression of our expertise and creativity in fur, a unique savoir faire that has revolutionized the fur world thanks to constant research and experimentation always seen through the eyes of modernity.”

Lagerfeld added: “For me, Fur is Fendi and Fendi is Fur, Fun Furs! Fendi is my Italian version of creativity. The Fendi Haute Fourrure fashion show is the opportunity to stage the Royal Furs of Furs.”

The announcement follows the Italian label’s autumn/winter 2015 ready-to-wear catwalk show at Milan Fashion Week last week, which featured fur-covered bags, boots, cuffs, coats and collars.