Fendi is another famous Italian brand that started as a family activity and became well known all over the world. As Gucci, Fendi is a leader in the fashion world to carry on the skill of the Italian artisans.

It all started in Via del Plebiscito in Rome, where the family opened their first leather goods shop. At the beginnings, the store was only selling fur and leather crafts to the Italian aristocracy, but later in the history more and more people began to buy and wear those types of clothes.

 Firstly, the shop was run by Edoardo Fendi and Adele Casagrande. The store is situated in the city centre in a highly frequented street. Also thank to this is the quick and big success that the brand gained.

Later the five daughters took over the business. The arrival of the sisters brought to the business lots of fresh and successful ideas. They invited the German designer Karl Lagerfeld to join the activity. Karl Lagerfeld is known as he worked for many luxury brands like Fendi and Chanel. He recently passed away in France, he was still working as the creative director of Chanel. It is he who revolutionized the way of dressing furs. He also launched the first ready to wear collection of the brand.

Even the Fendi logo is ideated by Lagerfeld. The logo shows two F with one of them upside down. The logo is now used in most luggage interior and lining. Nowadays the brand logo hasn’t still changed in the time and is well known in the world.

One of the most iconic luxury symbol today is the Fendi’s leather purse named Baguette. it was designed by Silvia Venturini Fendi and her team in 1997. As other iconic handbags like Birkini by Hermes, it has a large request all over the world. There are many variants of the purse, spacing from basic colours to more sophisticated and eccentric ones. There are three sizes you can choose: small, medium and large. The customer favourite is the medium one, thanks to the perfect equilibrium between the dimension and the storage capacity.

This bag represents the Italian hand manufactory all over the world and is still very used and loved by the audience even tho it has more than twenty years. Many celebrities showed up at events and parties with this purse making it even more appreciated.

The house is also known as it is the brand who made the first parade visible from the moon. In 2007 Fendi organized a fashion show on the Great Wall of China. The fashion brand transformed one of the 7 world’s wonders into a catwalk. Because of the cold temperature, the hosts were given a fur and a small bag with hot rocks inside to keep them warm.

That parade doesn’t represent just an important stage of the brand’s route but also a big opportunity to make the brand a nice advertisement in the Asian continent to expand the business.

Author: Riccardo Lucchi