The Fetching Story of Fendi

“Whatever Fendi does it must be distinguishable… it must stand apart… it must have its own identity” were enthusing words spoken by Paola Fendi. The legendary fashion house has held these words in the highest regard, and has always continued to stand by them. When someone says fashion, we say Fendi. A brand with a heritage fundamental to its allure, it serves you with not just a creation, but part of a history and a story.

The Creators

This epitome of fashion originated with a small leather store and what was then a secret fur store in Rome in 1925. The masters, Edoardo and Adele Fendi were inspired by the craftsmanship of Roman master saddlers. The death of Edoardo Fendi in 1946 prompted his five daughters, the Fendi sisters to take over the company. Paola, Anna, Franka, Carla and Alda became specialists in fur dressing, design, public relations, current affairs and commercial direction of the brand respectively. They revolutionized workmanship, innovation and elegance in 1964 when they opened their office on Via Borgognona in Rome.

Collaboration with Karl Lagerfeld

A historic partnership was built in 1965, when the five sisters invited young German designer Karl Lagerfeld to join them. Their vision was aptly put into words by maestro Karl Lagerfeld who said, “a respectable appearance is sufficient to make people more interested in your soul.”

In an unprecedented move, Karl introduced and transformed fur into fashion. The light and vibrant hues of the fur collection spoke volumes and gave the collaboration a new status.  Fendi created fur coats for Sylvanas Mangano in the painting “Family Portrait in the Interior” by Lukino Visconti and Isabelle Huppert’s outfits in "The true story of a lady with camellias." The only brand to have an in-house fur atelier, Fendi is now defined by it.

Fendi(ng) Through the Years

The year 1977 saw the birth of the fashion powerhouse’s first ready-to-wear collection in collaboration with Karl Lagerfeld and exemplifying just why furs were and will remain in vogue. The 1980’s were an especially significant period for Fendi. Becoming a global sensation, stores and boutiques were opened across borders. The double F became a feature on a wide array

of products ranging from sweaters to interior accessories and finally by 1990, to men’s perfume. 

1997 marked a landmark year for the company which had now achieved the eminence of being a status symbol. The iconic Fendi ‘Baguette’ handbag was introduced which took the world by storm. It was the first ‘it’ bag in history and deserved every bit of adoration it got. Taking inspiration from the French bread, Silvia Venturini Fendi was the master behind this creation. From Madonna to Julia Roberts and Sarah Jessica Parker in Sex and the City, the bag was carried and revered by all.

A monumental event took place in the life of Fendi when in the year 2000, it joined Louis Vuitton Moët Hennessy, the French multinational luxury goods conglomerate. In July 2000, both LVMH and Prada owned stakes in the company and by December 2001, LVMH bought Prada’s stake mounting it’s share to 51 percent.  The multinational upped it’s stake in Fendi to a whopping 84 percent.

Fendi and Rome: The Eternal Connection

Anyone who has strolled through the streets of Rome, has believed the legend of the Trevi fountain and thrown a coin over shoulder into it hoping for a return to Rome. Hearts broke when the fountain started losing it’s shine, and displayed time ravaged signs of destruction. Owing to the fountain’s status as an icon of its roots, the city of Rome, Fendi took up the task of restoration of the fountain, spending a sum of € 2.2 million.

Authenticating beyond doubt why Fendi and Rome are called “The Eternal Connection,” the luxury brand put up a majestic fashion show at the Trevi fountain. It’s 90th anniversary was celebrated with couture on a clear plexiglass runway for a collection themed ‘Legends and Fairytales.’

Fendi From the Moon

October 19, 2007 marks a milestone day for the multinational luxury brand. Putting on the world’s longest running runway show atop the Great Wall of China, Fendi has proved that it is a force to be reckoned with. Featuring a collection designed specifically for the historic show, it was attended by 500 VIP guests from across the world. This magnificent event took ‘out of this world’ in its most literal sense, becoming the first ever fashion show to be visible from the moon. Yes, the moon.

Final Words

A family shop became the talk of the town and has remained so ever since. This is the story of a legacy. And so, “elegance is an attitude” wasn’t just said, it was embodied. With an intermix of fun and confidence, modernity and culture, Fendi has and continues to create history.