Fendi: The Italian family dynasty!

Fendi belongs in the wardrobes of every modern woman and the eye-catching “Pequin pattern” is a real eye-catcher. From 1964, it was run by the five Fendi sisters! If you are interested in the story behind the company, you will find great information in this article.

Brand

Foundation and takeover of the Fendi sisters

The Italian luxury label has existed since 1918 and opened its first shop for furs and leather goods in Rome in the same year. It was founded by the Italian Adele Casagrande. In 1925, the company’s name was changed to “Fendi” and has existed ever since, which is why this year is finally indicated as the year of its foundation. Only seven years later, in 1932, a second shop was opened and Fendi became more and more popular as a brand, especially for its high-quality furs and leather goods. The first leather goods fashion show took place in 1955. The family business managed by its founder Adele Casagrande and her husband, the Italian Edoardo Fendi, was divided between the 5 daughters Paola, Anna, Franca, Carla and Alda in 1964. Each of them received 20% and a different position within the company. Thus the sisters complemented each other ideally and created an internationally known and very popular luxury label.

In 1965 they hired the German designer Karl Lagerfeld, who worked there until his death in 2019. He was the one who created the well-known logo with the two FFs, which ultimately became the international status symbol of the company. In 1969, he first set up a fur presentation in Florence called “Haute Fourrure”. The Fendi sisters decided to launch a ready-to-wear collection in the same year in order to cut prices a little and make fashion more affordable, but to remain one of the higher-priced labels on the market. In 1977, the Fendi women’s collection was launched and supplemented with various accessories, jewellery and bags.

Men’s fashion was not created at Fendi until the 1990s. Three years later the “Pequin pattern” was introduced in 1983. This pattern is a combination of golden brown and dark brown vertical stripes. This pattern in particular once again gave Fendi an extremely high recognition value. The fragrance creation began in 1985, when the first perfume, “Fendi for Women”, came onto the market. Since then, fragrances have been created regularly, which have brought the company a considerable turnover.

Fendi fashion show on the Great Wall of China

In 1999, the Fendi sisters sold 51% of their company to the French group LVMH and the Italian fashion company Prada. With the sale they made a turnover of about 850 million US dollars. In 2005, both the company headquarters and the Fendi flagship store at Largo Carlo Goldoni in Rome were housed in Palazzo Fendi. The 2007 fashion show in China was revolutionary. With the fashion show that took place on the Great Wall of China, the fashion company made history. The Italian label placed 88 models here, on 88 meters of catwalk and invested an estimated 10 million dollars. At the end of 2011, there were about 20 Fendi stores in the people’s republic alone.

The existing baby collection was supplemented in 2010 with a children’s collection, “Fendi Junior”, and also secured with a licence. The living space can also be equipped with Fendi products since 1989. At “Fendi Casa”, everyday objects have since been reinterpreted by the company and it is possible to purchase items such as beds, armchairs and chandeliers.

Fendi Private Suites

For a few years now, the international luxury label has been crowning its offer with “Fendi Private Suites” and now also offers accommodation in the heart of Rome to wealthy customers. While there is a boutique on the ground floor and the first floor of the building, the second floor offers the opportunity to relax in stately rooms and to interact with selected guests from all over the world. The entire Fendi concept is refined with the “Zuma Restaurant” on the fourth floor. Here it is possible to explore the modern Japanese cuisine in stylishly designed surroundings and dine over the roofs instead of the roofs. 7 exclusive suites complete the Fendi experience. An overnight stay costs up to 980 Euro.

Promises wear Fendi

Prominent customers of the label include singer Nicki Minage, blogger Chiara Ferragni and model Kendal Jenner. The German bloggers Xenia Adonts and Caroline Daur also love the cool handbags and outfits of the Italian luxury company.

Handbags: eye-catching Fendi models

Since 1977 the Lable has also been producing bags and other accessories. They are available in the classic brown shades, but also in bright and eye-catching colours and models, which adapt themselves strongly to today’s times and no longer to the old versions of the company, which used to specialise solely in furs and leather goods. We also like to use floral patterns or animal applications as eye-catchers!

belt for her & him in black and strong colors

Also with the belts there are beautiful models for ladies and gentlemen. Both the sporty variant with fabric inserts and the classic, chic variant, which consists exclusively of leather, looks great when dressed and underlines the modern, stylish man and elegant woman of today!

Extravagant shoe models

Fendi is particularly well known for its shoes for unusual models with great adornments. Pearls, crystals and stones decorate the models of the Italian fashion label. High shoes and flat slippers are very popular with female customers and look playful yet elegant. The same principle applies to the sporty models for men. The practical, yet stylish creations arouse great interest. Simple outfits thus become the absolute highlight on the streets and show fashion consciousness for trendy combinations!

Accessories: Sunglasses and jewellery

Extravagant sunglasses

Just like bag models, accessories were added to the label’s range in 1977 in order to reach even more customers and expand the range. Shortly thereafter sunglasses, jewellery and watches, small leather goods and other things found great favour with the clientele and brought in high profits. The large sunglasses are particularly popular with women. Here, too, the designers focus on “love of detail” and refine their models with little stones and unusual shapes.

Jewellery: Watches & Arm jewellery by Fendi

The jewellery assortment includes watches, bracelets, chains, earrings and rings. However, Fendi focuses solely on costume jewellery and decorates the small accessories with crystals in various colours. The handling is different with the watch models, in which real stones and diamonds occupy an extraordinary place. Classic and modern for the office, and the playful versions with flowers and metallic leather ribbons for leisure. There is something for everyone!

Portemonnaies and small leather cases

The small leather goods, such as wallets and card cases, laptop bags and clutches are made of high-quality leather materials and ensure an elegant appearance. The simple design ensures that both men and women can combine the models and integrate them practically into their everyday lives. Here, too, it is reflected how much importance is attached to detail.

Outlet

There is currently no direct outlet for Fendi in Germany and Holland, but there are several locations in Italy. There you can get some real bargains and start your journey home with filled shopping bags!

Onlineshop

Of course, you can get most of the articles in the Italian company’s own online shop, but also stores such as Mytheresa, Farfetch and Luisa Viaroma sell articles online. Also here it is recommended to be fast, not to miss the hot coveted Pieces!

campaigns

For the advertising campaign of the bag model “Baguette”, the directors created a kind of story about four friends who drink coffee together. One of them (German blogger Caroline Daur) has just seen an incredible bag in the Fendi Store, whereupon the friends set off to buy the bag. Shocked, they discover that the bag has just been sold to actress Sarah Jessica Parker, who turns around with the new bag under her arm and says it’s not a “bag” but a “baguette”, the name of the bag model.

Vlogs, Hauls and Fashion Shows:

Here you’ll find great inspirations for individual outfits or pieces that shouldn’t be missing in your wardrobe! Especially the bloggers show you in their videos cool parts they just got hold of. So long bags, shoes and accessories in the shopping bags. But these things are also beautiful!!!

Just have a look and maybe you will find something that makes you rave and what you absolutely need!

Vlog (Video): Fendi Luxury Shopping

The London blogger Maria Draganova takes you on a luxury shopping tour and lets you be part of her luxury shopping experience. You will get a great feeling and maybe you are now playing with the idea of putting a little money aside to experience something like this! Just have a look at her videos and let yourself be inspired!

Haul (video): Fendi & Co

In this Haul blogger Jenn G. shows you her cool pieces. From expensive designer parts, to high class pieces, from Zara etc. A skilful mix makes it all the difference! Of course a normal mortal cannot dress up from top to bottom with sinfully expensive designer articles. Jenn G. does it just right and combines parts of Zara with selected pieces in which she invests carefully. Here she shows you among other things the Fendi variant of the Birkenstocks. If you want to know more about her and her purchases, just visit her YouTube channel!

Haul (Video): Fendi Bag

This young lady presents her latest achievement to you also in the form of a YouTube video. Blogger “Retro Flamme”, Erika Fox is busy uploading cool videos in which the “DIY, Hauls” etc. shoots and shows her purchases online. This is where she talks about her new designer bag from Fendi. If you want to know more, click here!

Fendi fashion show SS 2019

This collection, created by karl Lagerfeld and Silvia Fendi, showed wearable fashion. Warm brown tones and high-quality leather materials were clearly in the foreground here. In addition, individual fur parts and bright colours were used in a targeted manner.

Fendi fashion show FW 2019 / 2020

Here, too, designer Silvia Fendi and Karl Lagerfeld created a unique creation. Mainly muted colours such as beige, brown, grey and black were refined by colour nuances such as petrol, pink and yellow. Dropping skirts, as well as lacquer and leather provided for the eye-catchers of the collection.

Fendi Fashion Show Haute Couture FW 2018 / 2019

Silvia Fendi and Karl Lagerfeld showed fur models in different colours, as well as leather and robes in prokat at the Haute Coutre Show 2018 / 2019. Pastel nuances and transparent fabrics enthused spectators from all over the world.