March 28, 2024

Fendi, the saga of the brand

The brand Fendi was founded in 1925 by Adèle and Eduardo Fendi in a small workshop in Rome. The brand specializes in fur and leather goods that still contribute to the identity of the brand. The high-end quality of the collections charms a posh clientele. The society Fendi develops in 1946 with the opening of a sumptuous boutique. It was not until 1954, when Eduardo Fendi dies, that his five daughters, Paola, Anna, Franca, Carla and Alda integrate the family business to give a more glamorous and younger image. In each collection, there is fur and leather, two pillars of the house.
 

The Karl Lagerfeld era
In 1965, the sisters Fendi want a new look at the collections. They decide to call upon Karl Lagerfeld who becomes the artistic director of women's ready-to-wear. The creator is at the origin of the double symbol "F" of the mark. Thanks to this collaboration fur will become a real fashion phenomenon. Resolutely upscale, Fendi proposes a fashion anchored in the craft industry.
Fendi is so popular with customers that the brand decided to expand by launching ready-to-wear collections for women and men, a line of perfume and accessories in the 80s.
 

 

Silvia Venturini Fendi returns to tradition
In 1994, Silvia Venturini Fendi, the granddaughter of the founders, works in the artistic direction of the label. In memory of Suit Selleria (Saddlery), a range of special accessories, she decides to launch the Selleria line to continue the tradition. The proposed models are unique or strictly limited edition.
Suit Selleria is the image of the Italian origins of Fendi. Adele Fendi was nourished by the collaboration with the saddlers who worked the leather by hand. During the 1920s, bags and unique trunks make the reputation of the brand. Since Silvia Venturini Fendi is the artistic direction, the brand is gaining prestige. By the way, in 1997, she created the bag Baguette Fendi which becomes one of the classics of the brand.
Since 2001, Fendi is part of the LVMH group. The house has more than 160 stores worldwide and continues to distribute its products in multi-brand stores.
 
 



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