Few names in the fashion world carry the prestige and history of Fendi. Known for its luxurious furs, cutting-edge design, and iconic double-F logo, Fendi has evolved from a small family-run shop in Rome to a global powerhouse in luxury fashion. With roots deeply embedded in Italian craftsmanship and innovation, Fendi continues to shape the future of fashion while honoring its storied past.

The Origins: From Rome with Style

Fendi was founded in 1925 by Adele and Edoardo Fendi in Rome, Italy. The brand started as a boutique specializing in leather goods and fur, quickly establishing a reputation for high-quality materials and meticulous craftsmanship. In an era when fur was a symbol of luxury and status, Fendi became synonymous with both elegance and innovation.

The original shop on Via del Plebiscito laid the foundation for what would become one of the most recognizable luxury fashion houses in the world. By the 1930s and 1940s, Fendi had become a favorite among Roman elites, and their signature fur pieces were coveted by the city’s fashionable women.

The Karl Lagerfeld Era: Reinventing Fur

One of the most transformative moments in Fendi’s history occurred in 1965 when the legendary Karl Lagerfeld joined the brand as Creative Director. At a time when fur was seen as heavy and traditional, Lagerfeld revolutionized the way it was perceived and worn. He experimented with colors, textures, and silhouettes, turning fur into something lightweight, modern, and fun.

It was Lagerfeld who introduced the now-famous “FF” logo—short for “Fun Fur.” The logo became a hallmark of the brand and remains one of the most iconic symbols in fashion. Under Lagerfeld’s direction, Fendi expanded its range, offering ready-to-wear collections, accessories, and shoes. His vision helped elevate Fendi from a respected local label into an international fashion sensation.

The Fendi Sisters and Family Tradition

What also sets Fendi apart is its strong familial legacy. The five daughters of Adele and Edoardo—Paola, Anna, Franca, Carla, and Alda—all played crucial roles in the expansion and management of the company. They worked closely with Lagerfeld and ensured that the brand retained its authentic Roman identity, even as it grew globally.

Anna Fendi, in particular, became a pivotal figure in the fashion house, bringing creative vision and business acumen to the table. The family's influence ensured that Fendi maintained a consistent voice, rooted in tradition but always looking forward.

LVMH Acquisition and Global Expansion

In 2001, luxury conglomerate LVMH (Moët Hennessy Louis Vuitton) acquired a controlling stake in Fendi. This move brought new resources and opportunities to the brand, allowing for greater international expansion and the launch of flagship stores in fashion capitals around the world.

The LVMH acquisition also ushered in a new era of leadership and innovation. Silvia Venturini Fendi, daughter of Anna Fendi, became a key figure in the company. She played an instrumental role in designing Fendi’s iconic handbags, including the Baguette, Peekaboo, and By The Way bags, all of which became must-have items for fashion lovers and celebrities.

Iconic Products and Fashion Statements

Fendi’s success is tied not only to its high-quality materials and design but also to its ability to create timeless yet trendsetting products. The Fendi Baguette, introduced in the late 1990s, is perhaps one of the most iconic handbags in fashion history. It gained legendary status after being prominently featured in the TV series Sex and the City, carried by Sarah Jessica Parker's character, Carrie Bradshaw.

Another standout product is the Peekaboo bag, a perfect example of understated luxury with its clean lines and hidden compartments. Fendi’s designs often balance elegance with playfulness, making them both wearable and artistic.

A Modern Vision: Sustainability and Innovation

In recent years, Fendi has made efforts to align with modern values, including sustainability. The brand has invested in responsible sourcing, innovative materials, and sustainable production techniques. While fur remains a part of its heritage, Fendi is exploring alternatives and has introduced faux fur and eco-conscious collections in response to changing consumer preferences.

Under the artistic direction of Kim Jones, who joined in 2020, Fendi has continued to push boundaries. Known for his work at Dior Men and Louis Vuitton, Jones brings a fresh perspective to Fendi’s womenswear collections. His collaborations with artists and other designers have brought a new level of excitement to the brand while respecting its historical DNA.

Cultural Impact and Enduring Influence

Fendi’s impact extends beyond runways and red carpets. The brand has been featured in films, TV shows, and music videos, and it remains a favorite among A-list celebrities, influencers, and fashion editors. Its blend of traditional craftsmanship and modern design resonates across generations, making it a timeless yet constantly evolving icon.

Fendi also has a strong architectural presence, most notably with the Palazzo della Civiltà Italiana in Rome, which serves as the brand’s headquarters. This historic building, also known as the "Square Colosseum," is a fitting symbol of Fendi’s dedication to Italian heritage and timeless design.