Fendi is an Italian fashion house specializing in the production of clothing for men and women, accessories, and a line of perfumes. Today, luxury brand bags are especially popular. The famous brand with Italian roots offers wardrobe items made of high-quality leather and fur, which have become the brand’s trademark since the company was founded. The fashion house collections are considered the standard of classic Ready-to-Wear fashion with a bright Italian accent, and the army of fans of the luxury brand is replenished with modern names every year.
The Centuries-Old History of Fendi  – The Fashion House of Italy
The history of the successful brand began in 1925 in Rome, on the busiest street, Via del Plebiscito, when a young married couple decided to open an atelier for sewing products from genuine leather and fur. In the leather goods boutique, Adele Casagrande and Edoardo Fendi have created handcrafted handbags with quality materials for a select clientele. Success was not long in coming. Bags and other wardrobe items became popular with locals, and a trip to a Fendi boutique became a sign of prestige.
The growing popularity of Fendi products led to the opening of other boutiques in Italy. In 1932, a second store was opened, now in the very heart of Venice on Via Piave. The success of the Fendi couple was accompanied by everything. Sales grew, and Fendi products spread throughout the country. In a short time, a small atelier turned into a large enterprise for the manufacture of leather and fur products, which became the embodiment of excellent taste and style.
The years of the Second World War (1939-1945) made their own adjustments to the family business, where production had to be stopped. Having survived the war, the Fendi spouses in the 50s begin to revive their business, now involving the rest of the family. The five Fendi daughters – Paola, Anna, Franca, Carla, and Alda – are involved in the family business, assigning responsibilities and developing the brand. Thanks to joint efforts and fresh ideas, the Italian brand Fendi returns to the market, becoming a manufacturer of luxury leather and fur wardrobe items.
A milestone in the development of the Fendi brand was the invitation of the young German designer Karl Lagerfeld in 1952. In his role as creative director, Karl Lagerfeld designs the company’s double F logo and lays the foundation for the Fendi brand DNA that we see to this day. In 1977, the five Fendi sisters, under the strict guidance of Karl Lagerfeld, developed the first Pret-a-Porte collection. The designer managed to achieve worldwide popularity, placing the Fendi fashion house among other legendary brands in Italy and throughout Europe.
Famous Fendi Collections and Brand Heritage
With the arrival of professional designer Karl Lagerfeld at the Fendi fashion house, laying the foundations of the code begins. In 1966, a collection of fur coats was created, which was a huge success among the fashionable public. The creative director is redefining the concept of fur, swapping bulky and heavy fur coats for stylish, lightweight wardrobe items. Mass production of fur coats begins. From that time to the present day, the Italian brand Fendi has taken a leading position in the production of fur items among the rest of Europe.
Expansion of production entailed an expansion of the range. Karl Lagerfeld not only refreshed the fur business but also created a real fashion house. In 1977, the first ready-to-wear collection was shown, which caused no less delight than furs and leather bags. The expansion of the product line had a positive impact on the state of the company, attracting new customers not only from Europe but from the USA and Japan. The Fendi collection now includes jeans, gloves, glasses, and ties.
Since 1988, the production of the perfume line of the Italian brand Fendi has begun. First, a women’s fragrance with the same name “Fendi” appeared, and a few years later, a men’s fragrance, “Fendi Uomo”, was released.
At the turn of the 80s and 90s, the trend towards logomania begins to actively develop, which is what Karl Lagerfeld can take advantage of. The Fendi brand logo was more than just a symbol, it had a creative and lexical meaning. The double inverted “F” (Zucca) signified high craftsmanship and brand uniqueness, aligning with the logos of brands such as Gucci and Louis Vuitton. During this period, the designer added the inverted Zucca everywhere – on clothes, bags, shoes, and even home decor.
In 1997, the heiress of the Fendi empire, Silvia Venturini, invented the baguette bag, which became an iconic accessory in the 90s. The created bag has a small rectangular shape, decorated with two letters “F”, richly decorated with a floral print, rhinestones, and other decors. In the third season of the TV series “Sex and the City”, the main character appears in the frame with a bag under her arm with a brand logo. Fendi Baguette is quickly becoming a part of popular culture and appears in all it-girls’ wardrobes.
In 2007, the legendary show of the Fendi collection took place at the top of the Great Wall of China. The fashionable parade of models is taking place on the catwalk with a record length of 88 meters, which fully met the ambitions of the designer Karl Lagerfeld. 88 models took part in the Fendi fashion show, which could be watched even from the moon. Elegant evening dresses and jackets with exquisite fur trim were shown outdoors. The resounding success attracted the attention of many celebrities who instantly snapped up outfits from the iconic collection of the Italian brand.
In 2009, the creative director Silvia Venturini Fendi created another masterpiece – the Fendi Peekaboo bag. The new concept of luxury was a classic-style accessory with an original baffle and swivel closure that allows the bag to be carried open, showing the sophisticated lining. Today Fendi Peekaboo belongs to the iconic it-bag models and is available in three sizes; it can be made from various materials in a rich color palette.
In 2018, logomania returned to the fashion arena, which is once again used by Karl Lagerfeld. Guest insta model Kendall Jenner, the Hadid sisters, walk the catwalk in cropped fur outfits emblazoned with Fendi brand logos. Today, the double “F” signature is once again playing a key role in Fendi’s brand strategy, and fashionistas around the world are happy to unearth the legendary label’s outfits and accessories.
In February 2019, designer Karl Lagerfeld died, leaving the fashion empire in the hands of creative director Silvia Venturini Fendi. The first collection of the representative of the third generation of the Fendi family, Silvia Venturini, as part of the Milan Fashion Week Spring-Summer 2020, perfectly conveyed the mood of the Fendi brand – the floral colors of the outfits were diluted with bright colors, the style of the 70s, accessories with fur trim and branded logos. The collection turned out to be modern and in the rebellious style of the Italian brand.
The DNA of the Italian Fashion House Fendi
Today Fendi is the only brand that has its own fur workshop. Luxurious and elegant fur coats, fur capes, or cropped modern jackets combine the latest fashion trends with legendary Italian quality. Fur products are a symbol of special social status and heritage of the fashion industry, which have been the basis of the Fendi brand since its inception.
Making leather goods to order is a unique service offered by the specialists of the Fendi brand. Following the successful Selleria collection, where products were created entirely by hand. Thanks to the service, completely unique bags are created that have become a style icon. In contrast to the minimalist fashion of the 90s, the Baguette Fendi model presented a bright and even daring accessory that was perceived as a separate and independent wardrobe item.
Fendi’s style dictates 70s fashion with bold floral patterns, bold accents, contrasting plaid, and original finishes for the new generation. All this is accompanied by a combination with a sporty style, perfect fit, branded accessories with the famous logo, and neat fur inserts.
The outfits of the Fendi fashion house are not only beautiful and luxurious but also have their own individual character. Designers love to use architecture in a cut, diluting with original graphics, prints, color combinations. For the rather long history of the Italian brand, there are no clear codes, which gives a wide space for creativity and experimentation.
