EYES ON THE BRAND: FENDI
Fendi: Craftsmanship, luxury and contemporary design. Fendi's history has always been synonymous with elegance and creativity.
The House of Fendi was founded by Adele and Edoardo Fendi in Rome in 1925.
The opening in 1926 of its first boutique in Via del Plebiscito, with a workshop dedicated to fur and leather goods, was an immediate success.
At the end of the 1940s and throughout the following decade, Paola, Anna, Franca, Carla and Alda, the five daughters of Edoardo and Adele, became involved in the family business, bringing tremendous energy and new ideas to it.
In 1965, they decided to collaborate with Karl Lagerfeld, a young German designer who has since passed away. In Karl Lagerfeld's hands, fashion was revolutionized: fur was transformed, shaped, redesigned and reinterpreted. It was at this time that he created the iconic "double F" logo, an acronym for "Fun Furs".
In September 2020, Kim Jones was named artistic director of the haute couture and women's ready-to-wear collections. Kim Jones brings to the brand a resolutely contemporary, ultra-desirable fashion rooted in the present without losing the innate elegance and savoir-faire of the Italian fashion house.
In addition to ready-to-wear, Fendi's development also includes bags, shoes, perfume, watches, eyewear and sunglasses, as well as a line of home decor. Fendi has become a leader in its field and remains true to its chic and elegant spirit, reinventing and shaking up know-how to satisfy the desires of the times.