The Essence of Fendi

A world where heritage meets modern sophistication, curated by generations of the Fendi family.
Timeless Elegance: Fendi
BY Anni Leppälä

History of Fendi

The story of Fendi begins in Rome in 1925 when Adele and Edoardo Fendi opened a small fur and leather goods shop.

Fendi’s first boutique in Via del Plebiscito, Rome (1926). Credit: Fendi

As Fendi's reputation grew, so did its business. In the 1940s, the couple's five daughters joined the family business, bringing fresh ideas and energy to the brand. This generational shift infused Fendi with new perspective and allowed it to adapt to the changing trends of the time.

The brand has embraced innovation by incorporating modern technology into its designs while staying true to its rich heritage and tradition of craftsmanship.

Fendi sisters.
In 1965 Adele and Edoardo’s five daughters Paola, Franca, Carla, Anna and Alda hired the German artistic director Karl Lagerfeld.

Karl Lagerfeld as the Artistic Director

Lagerfeld's creative genius extended beyond fur, as he expanded Fendi's repertoire to include ready-to-wear clothing, handbags, shoes, and accessories. His ability to seamlessly blend tradition with modernity captured the essence of Fendi's heritage while propelling it into the future.

Collaborating closely with the Fendi family, Lagerfeld brought a fresh perspective to the brand while honouring its rich history and craftsmanship. His boundary-pushing designs and larger-than-life personality helped solidify Fendi's status as a global fashion powerhouse.

Today, his legacy lives on as Fendi continues to uphold the values of innovation, creativity, and luxury that Lagerfeld so brilliantly embodied during his time with the house.

Under Lagerfeld's guidance, Fendi introduced revolutionary techniques and designs that revolutionalised the world of fur fashion. The introduction of the double "F" logo in the 1960s became a symbol of the brand's luxurious aesthetic.

FF stands for Fun Furs, which Lagereld came up with. Fendi logo.
In 1977 Fendi introduces to the world the first ready-to-wear collection. Fendi featured in Vogue, 1977.
Fendi fur coat (1968).

Lagerfeld’s sketches for Fendi

Karl Lagerfeld for Fendi Women’s Fall Winter 1967-68. Credit: WWD
Karl Lagerfeld for Fendi Women’s Spring Summer 1985
Karl Lagerfeld for Fendi Women’s Spring Summer 2015

Fendi Baguette

One of Fendi's most iconic creations is undoubtedly the Fendi Baguette. Originating in the 1990s under the creative vision of Silvia Venturini Fendi, this handbag sparked a revolution in the fashion house's accessory line.

Baguette bag by Fendi.

Instantly embraced by celebrities like Madonna and Naomi Campbell, the Baguette's simple yet chic design captivated fashion enthusiasts worldwide.

With its diverse options, the Baguette served as a muse for subsequent iconic Fendi creations.

Even today, it remains a beloved staple in the brand's portfolio, cherished by fashion aficionados and consistently sought after as one of Fendi's most iconic pieces.

Fendi Baguette worn by Carrie Bradshaw.

Fendi in the Modern World

In 2020, British designer Kim Jones joined Silvia Venturini Fendi and Delfina Delettrez Fendi as Artistic Director for Couture and Womenswear, becoming part of the Fendi family's third and fourth generations.

In his three years at Fendi, Kim Jones has been inspired by one person: Delfina Delettrez Fendi, a member of the Fendi family.

The every girl it bad "Baguette" is still one of the most sought after and sold bags, by Fendi.

In 2021, Fendi relaunched their iconic bag in a form of a video called "The Baguette Walk".

In 2020 Kim Jones stepped in as the Artistic Director for Couture and Womenswear.

Kim Jones at the SS24 runway. Credit: Daniele Oberrauch

Since joining Fendi, Jones has introduced new elements to the brand while staying true to its DNA. He collaborates closely with the Fendi family and draws inspiration from the house's archives, reinterpreting iconic motifs and silhouettes for the modern audience

Fendi in 2024

The Spring/Summer 2024 collection showcased sophisticated and clean lines, offering effortlessly stylish tailored looks.

SS24 look 12. Credit: Daniele Oberrauch.
SS24 Look 28. Credit: Daniele Oberrauch.
SS24 Look 49. Credit: Daniele Oberrauch.