Philosophy
Fendi is a fashion brand, specialized in luxury garments.
Company, was born in Rome in 1925 when Edoardo and Adele Fendi opened in the famous Via del Plebiscito a workshop for fur and leather manufactures.
During the years Fendi builds its tradition, strength, international fame in fashion, both ready-to-wear and couture.
The company starts its transformation with the second generation of the family and with Karl Lagerfeld, turning fur from an elitist symbol to a fashion item thanks to new processes, tanning, materials and colouring.
The double "F" logo, that was used in the luggage lining, it becomes the main company logo.
At first Fendi launched a fur prêt-a-porter line and then the clothing collection.
In the 80’s Fendi becomes an universal lifestyle brand and ten years later, the creative director Silvia Venturini Fendi launched “Selleria” a limited edition line of numbered and handmade items, in order to revive the original craftsmanship.
The “Baguette” purse is a great Fendi success, an icon in six hundred variations.
© Images copyright: Fendi and rightful owners.
