Fendi

Founded in 1925 in Rome

Identity

To explain the Fendi fashion house a mathematical theorem would perhaps be necessary, in which tradition and innovation, craftsmanship and freedom of creativity are wisely dosed as a guarantee of a success never taken for granted, following the idea that nothing is impossible. - Silvia Venturini Fendi

The Fendi adventure began in 1925 on Via del Plebiscito, a busy street whose location in the heart of Rome made it a main thoroughfare used by the transalpine aristocracy.

Adele and Edoardo Fendi opened a small and medium leather goods shop and set up what was then a secret fur workshop.

The shop was set in an area through which nobility would ride on their way to excursions by the sea, and Adele, watching the passing carriages, was inspired by the horse’s beautiful saddles and bridles to create a line of handbags using those same techniques.

Success came quickly, already in the 30s the finest furs and leather accessories of the Fendi laboratory reached international fame thanks to the rich ladies in visit to the Eternal City who had a penchant for Italian craftsmanship.

The success was confirmed when their five daughters, Paola, Anna, Franca, Carla and Alda, decided to get involved in the family business bringing new energy and ideas.

Nicknamed the five fingers of the hand, it was they who, in 1965, invited a young German designer to join the House. His name: Karl Lagerfeld!

A year later came the double F logo originally used as invisible lining for luggage, which today has become a symbol of luxury and exhibited with pride among the most significant examples of the phenomenon of logo mania.

After revolutionizing how to wear fur by fully reinterpreting it, transforming it into a fashionable, soft, light item of clothing, Karl Lagerfeld launched the House’s ready-to-wear collection in 1977. He still provides artistic direction alongside Silvia Venturini Fendi, who represents the third generation of the family and is in charge of accessories, menswear and kidswear.

In the ‘80s Fendi emerged as a global lifestyle brand, in 1989 Fendi Casa was founded, with the aim of decorating the environments with the same perspective of the fashion lines.

Foxes, mink, sable are so transposed into plaids and cushions, characterized by fashion details like the double F logo or the characteristic Spy Bag closing.

Forever associated with the Fendi image, the legendary Baguette bag and the timeless Peekaboo have helped to shape the House’s influence.

It is a reputation that even went beyond the borders of the Earth when Fendi put on a fashion show atop the Great Wall of China on October 19, 2007, making this breathtaking event the first show visible from the Moon!

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A House specialty since it was founded in 1925, working with fur is a part of Fendi's historic range of expression, being the only brand to have an inhouse fur atelier. From a social status symbol to a fashion phenomenon, this elegant staple changed under the successive guidance of Adele and Edoardo's five daughters and Karl Lagerfeld since 1965.

Outlook

The Fendi boutique concept has evolved as the House too has progressed. As it prepares to celebrate 90 years in business, the network of stores is changing to accentuate and celebrate the heritage and contemporaneity of the Rome-based brand.

Each of these prestigious boutiques on the world’s most beautiful streets contains a wall of baguette bags with some 40,000 bronze spikes.

A spectacular installation to showcase the first it-bag in the world, which was created by Silvia Venturini Fendi in 1997 and remains as iconic today.

Products Fendi