Fendi

Fendi is a well-known fur and handbag brand from Rome, Italy . It was founded in 1925 by Adele Casagrande and Edoardo Fendi . The brand logo is a central symmetrical pattern composed of two letters "F" , which was created by German fashion designer and brand creative director Karl Lagerfeld . Fendi's most classic handbag work was born in 1997, called the "Baguette bag" , and has launched at least a thousand styles to date.

Brand History

The brand's founder, Adele Casagrande (1897-1978), studied leather craftsmanship in Florence. After marrying her husband, Edoardo Fendi , she founded the Fendi brand in 1925. The two opened a leather goods and handbags store on Plebiscito Street in Rome , and set up a fur workshop behind the store . In the 1930s, Fendi focused on making leather goods, launching the Pergamena series of luggage and the Selleria series of handbags , which became famous for their products and craftsmanship. "Pergamena" is a papyrus-colored leather designed by Fendi in 1933; to match the Pergamena product, Fendi designed a yellow parchment shopping bag, which has now become the brand's classic logo.

After the success of the Pergamena series, Fendi further improved the quality of leather goods and launched the Selleria series in 1938. Inspired by doctor bags , it borrowed the craftsmanship of horse harness manufacturing and used Cuoio Romano (Roman leather) to make it. With its high-quality leather products, Fendi gradually gained the admiration and love of the European upper class.

After the end of World War II, the five daughters of the Fendi couple, Paola, Anna, Franca, Carla and Alda, joined the family business and injected new vitality into the brand with their unique insights. At the suggestion of brand consultant Duke Franco Savorelli di Lauriano , they hired Karl Lagerfeld as a designer in 1965 .

Karl Lagerfeld quickly proved his talent by re-dying and cutting fur to make fur coats suitable for everyday wear , breaking the old idea of fur as a status symbol. In 1967, he created the concept of "Fun Fur", which provided inspiration for Fendi's "double F" trademark.

Fendi's leather goods and furs were very popular in Italy and also attracted the attention of American retailers. In 1968, Marvin Traub, president of Bloomingdale's department store, purchased Fendi's entire collection and displayed it in the window facing Fifth Avenue in New York , allowing Fendi to successfully enter the American market and subsequently expand its global business.

Fendi's first ready-to-wear collection was born in 1977. As an advertising film, Fendi produced an 18-minute short film " Histoire D'Eau", thus opening the history of modern fashion brand film promotional films. The film was shot by Jacques de Bascher and tells the story of a young woman on vacation in Rome . The scene of her wearing Fendi fashion next to the city fountain is impressive.

To mark the 60th anniversary of Fendi and the 20th anniversary of its collaboration with Lagerfeld , the Galleria d’Arte Moderna di Rome held the exhibition “Un Percorso di Lavoro” in 1985 , looking back at Fendi’s ability to create trends and repositioning Karl Lagerfeld’s position in the fur industry.

In the 1980s, Fendi's business gradually expanded to include ties, gloves, scarves, sunglasses, jeans, home furnishings and other products. During this period, Fendi launched its first perfume in 1985 ; founded Fendi Casa home furnishings in 1987; launched its first men's perfume in 1988 ; and released its first men's clothing series in 1990 .

Anna Fendi's daughter Silvia Venturini Fendi joined the company in 1994 as creative director of leather goods and accessories . She was trained by Karl Lagerfeld since she was a child. After taking office, she immediately launched the new Selleria series and led Fendi back to the forefront of the handbag industry. Not long after, the Baguette handbag she designed was unveiled in 1997, setting off a fashion trend again.

In 2001, LVMH Group became the major shareholder of Fendi and immediately planned the future development and international expansion of the company. In 2005, Fendi's global flagship store Palazzo Fendi was unveiled in the center of Rome . Two years later, Fendi became the first luxury brand to hold a fashion show at the Great Wall of China . Fendi launched the Peekaboo handbag

in 2009. Currently, the Peekaboo series , Baguette series and Selleria series are listed as Fendi's classic handbag works.

·Chronology of major events·