THE HISTORY OF ITALIAN FASHION: FENDI
Adele Casagrande and Edoardo Fendi never imagined that the little fur store with attached workshop in Via del Plebiscito in Rome, that opened in 1925, was the first step towards building an empire of luxury, a brand that in the course the years would have expanded more and more: the line ready to wear of women, that of man, that of child, of fragrance and home.
Already in the 30s the finest furs and leather accessories of the Fendi laboratory reached international fame thanks to the rich ladies in visit to the Eternal City who had a penchant for Italian craftsmanship. At their father's death it was the five daughters Paola, Anna, Franca, Carla and Alda who took over the firm and carried it toward a huge success, thanks also to one of the most brilliant designer of his generation, Karl Lagerfeld, who in 1965 began working with Fendi.
A year later came the double F logo originally used as invisible lining for luggage, which today has become a symbol of luxury and exhibited with pride among the most significant examples of the phenomenon of logo mania. In addition to the exclusive and unique handcrafted furs they also began to propose entire collections of ready-to-wear furs, which from elite garment it became a fashionable one. But the Fendi house never lost the taste for experimentation and quality.
Between the ‘70s and ‘80s the ready to wear was developed, and in 1987 Silvia Venturini Fendi entered the firm, she created the second line Fendissime (which was subsequently shut down) and today is the creative director of menswear and accessories. In the ‘80s Fendi emerged as a global lifestyle brand, in 1989 Fendi Casa was founded, with the aim of decorating the environments with the same perspective of the fashion lines: foxes, mink, sable are so transposed into plaids and cushions, characterized by fashion details like the double F logo or the characteristic Spy Bag closing; and during same year the first American store was opened in New York.
Since 2004, Fendi is a brand of French luxury group LVMH, but despite this and the great attention given to new markets, it did not set aside its cultural roots, as evidenced by the marketing campaigns inspired to the great Italian cinema and the Rome Dolce Vita and must of all the line Saddlery: in the 90s Silvia Venturini Fendi decided to recover the tradition with accessories produced in limited series using old craftsman techniques, in fact in the '20s Adele Fendi was able to convince the Roman master saddlers to cut leather also for her shop so to create unique pieces.
In 2005 Palazzo Fendi in downtown Rome celebrated its first 80 years of history, the first of a long series of major events such as the exclusive fashion show on the Great Wall of China and Amy Winehouse private concert for the opening of the store on avenue Montaigne in Paris. In 2012, Fendi celebrates another important anniversary: the 15 years of the famous baguette, the flagship among the beloved accessories with the Double F, the rectangular bag with a shoulder strap so short as to be brought under the arm that has enchanted fashion victims and stars all around the world, mentioned in movies and TV series and now the protagonist of a book recounting all models, the living proof of the exploration and innovation ability of the brand.