Fendi presents Pure! Brutal! Glamour!, the latest video by French filmaker Loic Prigent, featuring the backstage frenzy and adrenalin-charged activity leading up to the Fendi Fall/Winter 2014 fashion show. Introducing s mix of lively clips that reveal the house’s key players in full backstage swing.

After his recent film Inside The Mothership, the director and fashion commentator offers a greater insight into the world of the Italian fashion house, as it makes the vital preparations leading up to the runway show. Prigent’s ability to capture the creative flow of stylists, models and ateliers at work is second to none.

While the two-minute short shows the Godfather of fashion Kaiser Karl playing around with his furry miniature lookalike bag charm, watch models Cara Delevingne and Georgia May Jagger rehearsing and prancing around the pre-show prep sessions. Also, featuring Karl Lagerfeld with his Karlito, Silvia Venturini Fendi, stylist Charlotte Stockdale and Chairman & CEO Pietro Beccari.