With the recent wave of key fashion brands including Armani, Hugo Boss, Tommy Hilfiger, Calvin Klein and Stella McCartney, publicly denouncing the use of fur in clothing collections, Fendi is defying the industry trend by celebrating its 90th anniversary with a “haute fourrure” fashion show in Rome.

The luxury Italian house will return to its hometown on 7 July for a one-off catwalk show dedicated to fur, one if its favorite fabrics.

The iconic label first opened its doors on the historic city’s Via del Plebiscito in 1926, with the premises serving as a workshop dedicated to the fur and leather goods. Almost a century later the house, now under the creative direction of Karl Lagerfeld, retains an entire internal studio dedicated to working with the controversial material.

“An haute fourrure show in Rome is the best way to celebrate the 90th anniversary of Fendi to express our roots and our DNA while transmitting bold creativity and the unique expertise of fur,” said the brand’s CEO Pietro Beccari.