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Established in 1925 by the young couple Edoardo and Adele Fendi, the business was originally based around their handbag shop and fur workshop in Rome’s Via del Plebiscito. Their diligence and attention to detail earned Edoardo and Adele a high reputation among Rome’s fashionable elite.
By the 1940s Fendi’s reputation had spread across Rome, cementing their position as one of Italy’s premier luxury brands. In 1946 Edoardo and Adele’s five daughters started working at the family business.
After working on the company’s fur and leather lines, the daughters are introduced to the then new designer Karl Lagerfeld. With Lagerfeld on board in the design team the furs are completely restructured to become softer and in increasingly fashion focused styles. It is also at this time that the iconic double F logo is developed, adding to Fendi’s status as an iconic luxury brand.
With the furs redesigned, the focus shifts over to the bags which also benefit from the same intense scrutiny. With the success of these overhauls, it becomes apparent that a ready to wear line is needed to complete the full Fendi image. Launched in 1977, the line also focused on immaculate designs and attention to detail. So popular was this that the collections were expanded in 1984 to also include products such as ties, foulards, gloves, sunglasses, jeans and home furnishings. Targeting new types of customers, this further increases the brand’s popularity.
The next year saw Rome’s National Gallery of Modern Art hosting an exhibition to celebrate both Fendi’s 60th anniversary 20 years of working with Karl Lagerfeld. By 1999 Fendi had been bought as part of a joint takeover by both Prada and LVMH. This resulted in more foreign development and the strengthening of stand-alone boutique. By 2004 LVMH had become the sole majority shareholder. With over 60 boutiques in some 25 countries, Fendi continues to remain the luxurious fashion house it was created to be.
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Arguably the most recognised and sought after item is Fendi’s Baguette bag, designed by the creative director, Silvia Venturini Fendi in 1997. Like its namesake, the charm of the Baguette was that it could be easily tucked under the arm making it easy to carry. An immediate success, the Baguette has over 600 versions, often focusing on intricate beading, which make all of these styles collector’s items.
Silvia repeats her original success in 2005 with the creation of the Spy bag in 2005 followed by the B Fendi bag in 2006. Like their predecessor, these designs are both extremely successful and quickly become some of the most desirable styles on the luxury market. As well as their leather goods, Fendi has continued to maintain its reputation as a leader in furs.
Always striving to go one step further, Fendi recently developed the pure gold fur which is developed using cutting edge technology and techniques. As with the bags and furs, the premise of Fendi’s ready-to-wear is based on elegance and luxury. This has resulted in garments that are often understated with beautiful detailing such as a perforated leather waist belt or folds of delicate draping.
Fendi has continued to offer their customer the ultimate Fendi lifestyle by continuing to produce sunglasses, scarves, shoes and timepieces as well as the classic leatherwear. Fendi have also conquered the fragrance market for both men and women. Women’s fragrances include Asja eau de toilette, Palazzo eau de perfume, Celebration eau de toilette, Fendi eau de perfume and eau de toilette and Fantasia eau de toilette. Men’s include Life Essence eua de toilette, Fendi eau de toilette and Theorema eau de toilette.
