FENDI

 

 

Fendi began in 1925, when Adele and Edoardo Fendi founded a leather goods shop in Rome.

Although Fendi started out as a leather shop, it quickly became successful when the brand started in furs, which were fashionable in the US, and opened the first Fendi boutique, complete with a handbag shop and fur workshop, in Via del Plebiscito.

In 1932, Adele and Edoardo opened a new boutique in Via Piave with a leather goods and fur studio. They then launched a full collection of handmade bags, the Celeriac, using techniques passed down from Roman harness makers.

In 1946, Paola, the eldest of the five Fendi daughters, started work at the age of 15, soon followed by her four younger sisters - Anna, Franca, Carla and Alda - who took over from Adele, known as the “Great Mother”.

In 1965, Karl Lagerfeld, an up-and-coming designer aged just 27 years-old, was brought in as chief designer and introduced various techniques such as enameling and stitching to the brand. The revolutionary designs created a buzz, transforming the classic fur image of Fendi into a creative and functional one.

In 1969, Fendi launched a ready-to-wear range of fur coats, and it was at this time that Lagerfeld proposed using the 'double F' pattern (used as a lining for coats and bags since the 1940s) on the outside of products. Thus, the famous “Zucca paiern” was born.

Today, Fendi produces a wide range of products, from leather goods such as furs, bags and shoes, to other products including clothing, sunglasses, jewelry and watches. Since the late 2000s, the brand has also begun to develop and expand its range of men’s products, with a focus in ethical traceability in natural furs, and other eco-conscious fur alternatives.