IN 1925, the house of FENDI is born with the establishment of the first handbag shop and fur workshop in Via del Plebiscito, Rome. The new FENDI business, led by the young couple Edoardo and Adele Fendi, immediately wins great acclaim for the quality of its products. For the Roman bourgeoisie, a trip to "Fendi at the Plebiscito" becomes a date with a certain prestige. As the business grows, the fur workshops expand and between the 1930s and 40s, the FENDI name, already well known in Rome, becomes famous outside of the capital city.
IN 1946, the five daughters of Edoardo and Adele begin working for the family business, each bringing new energy and ideas. The five sisters develop and propose new products for the leather goods and fur lines. A few years later, the Fendi sisters meet a young rising star making waves in the Paris design circuit: Karl Lagerfeld. In the hands of Lagerfeld, a fashion revolution takes place: the fur is changed, moulded, redesigned and reinterpreted, becoming a fashionable, soft, light item of clothing. The materials also change, and skins that had been forgotten or neglected are used in production once again. At this time the "double F" is designed and becomes an all-important feature.
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IN 1969, FENDI adds an industrial prêt-a-porter collection to the entirely hand-crafted production of its furs. This collection offers the ideas and quality of a limited production, benefiting from the research experience of the haute couture FENDI workshops. In this way, high quality, "designer" furs are obtained at limited costs.
THE FENDI BAG is also transformed, offering new rules governing elegance and practicality, innovation and style. The answer to rigid handbags is the innovative creation of soft, unstructured bags. The leather is printed, woven, dyed and tanned to make it more soft and attractive and so begins the journey of a new generation of FENDI bags. The success of furs and bags leads to the need to offer a complete image of the FENDI style.
IN 1977 the ready-to-wear is launched, a
clothing line with the same criteria of careful design and elegance. With the brand's growing success, the house's collections are expanded in 1984. Designed and followed through with extreme care, a range of foulards, ties, gloves, sunglasses, jeans and home furnishings are created. The following year, marks an important stage: for the first time, a museum, the National Gallery of Modern Art in Rome, opens its doors to celebrate FENDI's sixtieth anniversary and the twenty years of its collaboration with Karl Lagerfeld. The exhibition "FENDI - Karl Lagerfeld, a working history" illustrates the entire creative and technical process involved in producing a new collection. The anniversary and the event are the occasion for the arrival of the first FENDI perfume.