‘Creating a bag that becomes an icon, let me tell you this, it’s not easy. You have to say something new, to create a new desire. In my experience, an It Bag is born when a new model much needed, but still missing, is created. The Baguette and the Peekaboo were breaking bags, born out of exact historical moments’, said Silvia Venturini Fendi, one of the iconic women who’ve created and kept alive a dream made of history, beauty and desire. In fact, she manages to awaken, season after season, the charm of dreaming in fashion lovers all over the world, and that has inspired us to make ‘awakening’ The Greatest #10’s theme. The Awakening Issue features our conversations with Sebastian Meunier, Rossella Jardini, Luke Meier, Andrew Bird, Allen Stone, Serge Bloch, Valerio Rocco Orlando, Lia Rumma and much more, discover it now!