In 1925 Adele Fendi and her husband Eduardo opened a small shop for leather goods and furs in Rome on Via del Plebiscito.
It was only after the death of Edoardo in 1946 that their five children took over, each specialising in a particular sector: furs, leatherwear, but also public relations and sales, bringing the family business to a higher level.
Paola, Anna, Franca, Carla and Alda are the five Fendi sisters. Each has the family business at heart and is committed to finding support from emerging stylists.
In the ’sixties, the very young Karl Lagerfeld became a member of the House’s creative team and began a series of studies on particular leather processing techniques.
In the ’eighties, the name already belonged to that exclusive circle of major luxury brands Made in Italy, above all thanks to furs.
It was at this very time that the Fendi logo was born, forming a double F, used to create a textile for lining suitcases, an idea that was Karl Lagerfeld’s very own.
The ’nineties saw a crescendo in business, focusing increasingly on material quality and finishing and emphasising the tradition underlying the leather goods of Alda Fendi.
That’s how the baguette was born. The baguette is a small handbag with a short shoulder strap, carried under the arm just like the baguette in France. Over 600 different models of the baguette bag have been produced and it has met with extraordinary success throughout the world. A book has recently been published to tell its story.
Today, the business still belongs to the Fendi family and the brand’s future is represented by Maria Silvia Venturini Fendi, Anna Fendi’s daughter, who continues designing accessories and male attire, together with the creative director Karl Lagerfeld.
The story is fascinating. If you’d like to know the history of some other fashion brand, write to us in the comments.