This is the first time I have seen this in a UK newspaper - another sign that QR codes on traditional media executions are becoming more ubiquitous?
(NB: As Helen has pointed out, the Fendi QR code in UK newspapers takes you to the Italian version of the site. UPDATE: Users can select an English version but the 'ENG' option is not easily visible.)
QR codes hitting the mainstream - Pepsi, CSI and more
QR code Twitter book
QR code vending machines
QR code short story competition
QR codes - how they work