Fendi, when fashion becomes a fairy tale.

Fendi is an Italian fashion house, founded in 1925 by Edoardo Fendi and Adele Casagrande, fur craftsmen of Rome. The brand stands out as a symbol of Made in Italy luxury all over the world for its marked modernity combined with a timeless classicism. Achieved fame thanks to the production of ready-to-wear fur and leather accessories, the brand has established itself for the quality of its bags, characterized by the use of innovative fabrics and multicolored details, as well as dresses with precious decorations, refined shirts and jackets, monogram jeans and trousers.

Born as a family business, Fendi’s story is all on the rise. When the five Fendi sisters take over the company from their parents, they manage to give a more youthful and glamorous imprint to the brand, each dedicated to a specific sector. Paola was an expert in textiles and manufacturing techniques, Anna devoted herself to the leather industry, Franca was the sales manager, Carla was in charge of public relations and finally Alda managed the fur sector. The decisive turning point came in 1965, when the meeting with Karl Lagerfield led to the creation of the logo with the double F. After the entry of the third generation into the company, Silvia Venturini Fendi takes the reins and makes the brand achieve an even more extraordinary success. The collaboration with Lagerfield has been kept alive until 2019, the year of his death, and during the years Silvia created the Fendissime line in 1987, the Baguette bag that became a must in the 90s, and the Peekabo bag, designed in 2009 with the desire to create a product that aspires to a hidden luxury.

Today, Fendi continues its journey in the high fashion scene, respecting tradition and with a strong vocation to experimentation, through the reinterpretation of craftsmanship in a contemporary key. After driving for a short time the company alone, the creative director Silvia Venturini Fendi is now joined by Kim Jones, designer of the women’s collection.