fendi

The very beginning of Fendi can be considered the establishment of Adele Casagrande` s leather and fur shop in the centre of Rome in 1918. As she married Edoardo Fendi in 1925 they decided to change the name of their shop. The trademark Fandi flourished so that they dared open another one in Via Piave in 1932. The family business was soon joined by Fandi` s daughters. The eldest one was Paola who became its part in 1946. Later on she was followed by her younger sisters Carla, Anna, Franca, and Alda.

The year 1965 was crucial for both the Fendis and the Lagerfelds when two families was not only joined by the wedlock but also united in their business aims. Immediately Karl Lagerfeld used an inverted FF logo which was added to the group of international status symbols. That fact proved that Fendi had achieved a prominent position in the fashion world. The fusion of Fendi and Lagerfeld` s creative thinking caused the revolution in the treatment of fur and other garment. Previously precious but heavy clothes were transformed into soft and easy-to-wear style. To work with not commonly used skins or to invent new techniques when working with fur were Fendi` s distinctive features. As a result, fashionable outfits were produced. Fendi` s debut cotoure collection was presented in 1966. The collection designed by Lagerfeld attained an international interest. Thus, especially foreign merchants focused their attention to make Fendi products available in their own countries. Marvin Traub, the president of Bloomingdale` s, was responsible for the Fendi` s introduction in the U.S. since he was charmed by his leather designs. Furthermore, other outfits soon followed. Nowadays, one of Fendi` s large shops is located on the Fifth Avenue in New York. Another can be found in Bal Harbour, or Galleria in Houston and these boutiques are famous throughout the world.

The first ready-to-wear fur collection was presented at Palazzo Pitti in Florence in 1969. The presentation proved an endless progress of techniques and designs without decreasing the quality of lower-priced furs. The ready-to-wear line was great success.

Fendi trademark can be noticed either on chic accessories either on bags worn by numerous celebrities such the S/S06 Fendi Spy, or the new A/W06 decorated bag. The latter one was in great demand so that it takes three years to get such a product.

Fendissime – created by Karl Lagerfeld and assisted by Fendi` s daughters in 1962
Fendi watches which feature Swiss movements
Fendi Perfumes presented the line for women and it includes Fendi for Women ( 1985 ), later on the line has been extended by perfumes - Theorema Uomo and Fendi Uomo for men, and Celebration and Fantasia for women
Fendi allowed to use their logo to Cross Pens in 1989 the cooperation was stopped in 2000.
Fendi eyewear includes sunglasses and eyeglass frames
Zucca was the name for their purses and luggage
Fendi furs maintain Fendi among the top brands

Fendi pret-a-porter meant the garment sold at department stores