Rome, Italy


Edoardo and Adele Fendi


Serge Brunschwig



Fendi is an Italian fashion brand well known for the iconic FF ‘Zucca’ logo which was designed in just three seconds by Lagerfeld in a bid to make the brand more ‘young’. In its time, the logo has seen hundreds of variations – with a most recent update in 2018 taking on a more squarish shape.


Silvia Venturini Fendi is the creative director of menswear, accessories and children’s wear. At the Fall 2019 ready-to-wear show, the designer paid an emotional tribute to the recently passed Lagerfeld, whom she had known since she was four years old. “Karl Lagerfeld has been my mentor and my point of reference,” she said, “A blink of an eye was enough to understand each other.” She went on to say his DNA would forever be woven throughout the brand.


The House of Fendi is established by Edoardo and Adele Fendi in Via del Plebiscito, Rome. A handbag and fur workshop, the quality of the products is instantly recognised and the brand continues to grow throughout the 30s and 40s.


The couple’s five daughters begin working in the family business. Poal Fendi is the first of the five to join at the age of 15. The five Fendi sisters take notice of a young French designer making waves already in the industry, Karl Lagerfeld. It was his introduction that propelled the House of Fendi to higher levels with a new way of designing furs.


The Fendissime ‘young’ line is launched by Lagerfeld and the sisters.


The House opens a store on via Borgognona, one of the most elegant streets in Rome.


The sisters and Lagerfeld begin to transform Fendi into the iconic brand we know it today. Starting with the FF ‘Zucca’ logo, designed by Lagerfeld. The brand experiment with furs, introducing dyeing and tanning and re-evaluating furs they had previously brushed aside.


The fashion house releases its first couture collection under Lagerfeld and has the attention of the whole world.


Fendi handbags catch the eye of the President of Bloomingdale’s and make their first American appearance.


The first ready-to-wear fur collection is launched. That same year, the Fendi bag receives a transformation, moving away from rigidity for a softer approach.


The ready-to-wear apparel collection is launched.


The fashion house expands its collections into accessories, jeans and homewares.


Fendi celebrates its 60th anniversary with an exhibition at the National Gallery of Modern Art in Rome. The exhibit, FENDI-Karl Largerfeld, a working history – also marks 20 years of collaboration with the successful designer.


Adele Fendi creates a limited edition collection known as Selleria. The completely handmade collection flies off the shelves.


The house makes its first foray into menswear.


Silvia Venturini Fendi, creative director at the time, creates the Baguette. The quintessential under arm bag is an instant success for the brand – with more than 100,000 sold in the first year alone. The baguette continues to be developed and recreated to this day.


The LVMH Group becomes the sole owner of the brand, as it takes over the Fendi share of ownership after also bagging the Prada share a few years earlier.


The brand’s next hot bag is created – the Spy bag. Celebrating its 80th anniversary – the fashion house opens Palazzo Fendi in Rome, the HQ boasts studios, a fur atelier and the largest Fendi boutique in the world.


Fendi creates the B bag.


Fendi becomes the first fashion house to hold a runway show on the Great Wall of China. With a catwalk of 88 meters it becomes one of the longest shows ever. 88 models walked the runway.


Amy Winehouse opens the 22 Avenue Montaigne Fendi store with a private show.


The brand funds the restoration of Rome’s Trevi Fountain. A transparent floor was installed over the fountain with the brand holding its 90th anniversary show there.


In collaboration with Farfetch, Fendi releases a customization shop to create made-to-order handbag designs.


The brand Launches Its FILA-Inspired “Fendi Mania” capsule collection.

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