FASHION IS A BuSINESS

The house of Fendi was launched in 1925 by Adele and Edoardo Fendi 98 years ago as a fur and leather shop in Via del Plebiscito, Rome. In 1932 Adele and Edoardo Fendi opened a boutique in via Piave. The shop became a popular destination for tourists in Rome.

Because of the excellent quality of materials and designs the brand became an Italian luxury fashion house.

From 1946, the five sisters Paola, Anna, Franca, Carla, and Alda joined the company in its second generation as a family-owned enterprise, each owning 20 percent. Karl Lagerfeld joined Fendi in 1965 and became the creative director for the fur and women’s ready-to-wear collections launched in 1977.

In 1966, Lagerfeld created the company logo, a double F in a square, which would later be the subject of various reinterpretations. Also in 1966, Fendi presented its first high fashion collection, expanding its interests in the United States and Japan. In 1969, its first commercial line of fur was launched, and in the following years, cosmetics and men accessories were released. In 1977, Fendi introduced clothing for the first time, its ready-to-wear collection.

Lagerfeld was responsible for the photography of Fendi’s ad campaigns until his death after which Fendi has used Nick Knight, Craig McDean and Steven Meisel. Because of its attention to detail, and quality through and through, Fendi’s brand has been unmistakably exquisite. For Fendi, it was Many famous film directors in the 1970s, including Luchino Visconti, Federico Fellini, Franco Zeffirelli, and Mauro Bolognini, chose Fendi furs for their characters. The Italian Fashion brand has often collaborated with cinema; the Maison has designed the clothes for Once Upon a Time in America, Evita, and The Royal Tenenbaums. Fendi has also dressed Sophia Loren, Diana Ross, Jacqueline Kennedy Onassis, Soraya, and Liza Minnelli. Today the brand has had to evolve with the current times seeking to appeal to the younger generations who are drawn to the newer fashion icons or celebrity-driven named brands. Under his Kim Jones leadership, Fendi collaborated with Kim Kardashian West’s shapewear brand Skims on a clothing collection.

Fendi introduced clothing for the first time, its readyto-wear collection. In the 1980s, Fendi expanded its range with perfumes in 1985, as well as eyewear, jeans, and home furnishings in 1987. In 1989, Fendi opened its first United States boutique in New York on 5th Avenue.

In 1994, Paola Fendi handed over the presidency of the company to her younger sister Carla. Silvia Venturini Fendi, daughter of Anna, joined the fashion house in 1994 and has since been the artistic director for accessories and was co-designer of the women’s line alongside Lagerfeld; in 1997 she designed the Baguette Bag, an iconic model that beat all sales and notoriety records positioning Fendi in a very good place. Postured on top among the luxury bland lines.

But along came Prada postured and poised to dominate the Luxury fashion brands. So, they purchased, the Gucci group and LVMH. Prada purchased 51% of Helmut Lang’s company based in New York for US$40 million in March 1999. Prada signed an agreement with signed a loose agreement with Azzedine Alaia and continued to expand its brand, and covering skin care, eyeglass wear spanning the spectrum of beauty including dominating the ownership of Fendi.

But the house of Fendi was nobody’s fool. Fendi was a family-controlled company until 1999, when Prada and LVMH, the world’s biggest luxury goods group, joined to buy 51 percent of Fendi for $545 million; competitor Gucci lost out in the bidding process. Carla Fendi, a member of the founding family, continued to act as chairwoman and a minority owner until 2008.

To the world’s surprise On 19 October 2007, Fendi chose the Great Wall of China to present its spring-summer collection and with 88 models, the first fashion show there. Since then Fendi has stood alone and con- tinues in the tradition of Karl Lagerfield to bring quality of the best kind to its brand.

Discover the excellent craftsmanship, creativity, and timeless style of Fendi handbags to your wardrobe and enter the World of Fendi.