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An epic journey that was made in Italy

Fendi‘s extraordinary story traverses Italian fashion thanks to endless creativity, contributing to make Italian fashion what it is today.

Twenty years have passed since the invention of the legendary Baguette by Fendi, created in 1997 by Silvia Venturini Fendi, creative director of the maison who changed the fate of Italian fashion. The name comes from the shape, a rectangle with a very short under-arm shoulder-strap, just like a baguette. An iconic accessory which has captured the attention of divas of the likes of Madonna, Naomi Campbell, Gwyneth Paltrow, Julia Roberts and Sarah Jessica Parker. The Fendi journey begins well before the iconic bag, and has its roots in the history of Italy and Fendi’s hometown, Rome.

Everything started in a family-run shop in via del Plebiscito, in the heart of Rome. The eternal city’s endless charm and Fendi’s bold creativity have always gone hand in hand, opening the door to the future. An indissoluble link that also marks the presence of Fendi in Rome in two symbolic places: Palazzo Fendi and Palazzo della Civiltà Italiana.
Palazzo Fendi is not only a flagship store, it is the place that allows visitors to fully experience Fendi’s magic creations. Palazzo Fendi combines the brand’s commitment to creativity in all its forms: from collections to architecture to the ever-evolving installations, created with several emerging artists.
In 2015, Fendi transferred their offices to the Palazzo della Civiltà Italiana, one of Rome’s most emblematic buildings. The symmetrical arches and travertine marble are an extraordinary example of 20th century Roman architecture. The presence of Fendi in a historical building of this caliber reflects the will of the brand to pay homage to the city’s rich historical heritage and, at the same time, to turn the city’s gaze to the future.