The Story of

Fendi

DESIGNER DOSSIER · January 2017

Fendi makes history

It´s all about family and tradition

Rome, 1925. A fur and leather shop, run by husband and wife team Eduardo and Adele, would later evolve into the world-renowned Fendi. The business was passed down to their five daughters; Paola, Anna, Franca, Carla and Alda. Later, in 1965 the addition of gifted German designer Karl Lagerfeld cemented the company’s future as a global and increasingly futuristic brand.

To this day the business is still connected to the original family roots , with Silvia Venturini Fendi joining as Creative Director in 1994.

Fur and leather is where it all began, and to this day, Fendi continues to specialise in leather bags and fur – as well as its ready-to-wear ranges.

FENDI MAKES HISTORY

Signature Style

Quality and Sophistication for the Fashion-Forward

Fendi has earned a reputation for knife-sharp, current fashion. Karl Lagerfeld introduced the brand’s iconic double FF logo. With Fendi comes an assurance of uncompromising quality and sophistication, attributes for which the brand is now known globally.

Powerful womenswear, and bold, classically-tailored menswear epitomise the brand’s style. The strong integral core of the brand is reflected in the style; strength, and exuberance, emboldenment and empowerment.

Fendi Kids

With an eye on the future, it’s little wonder that Fendi has started designing and producing clothes for children.

The Fendi Kids Collection, launched for the Spring/Summer 2011 and designed by Silvia Venturini Fendi, perfectly enhances the Roman Maison’s distinctive codes. A dynamic blend of elegant and playful patterns, as colourful as a child’s imagination. Refined clothes for a fresh and sleek wardrobe, always with a keen eye to irony and sophistication. After being a joint-venture between Fendi and Simonetta since 2014, today Fendi Kids has been completely internalized, becoming entirely owned by Fendi.

Spring/Summer 2017

This season’s kidswear is bursting with whimsical, cartoon-inspired graphics featuring robots, space aliens, cats, cacti and more! The colors are crisp whites with light blues, navy blues and shades of pink. There’s also plenty of 2017’s ultramodern fresh color-pop: bright yellow.

With all these cartoon characters around, kids will have some serious fun with this range. And with Fendi’s outstanding quality it’s sure to endure whatever adventures it inspires, too. We especially love the way Fendi empowers girls by challenging gender convention and combining feminine colors with fun designs. Why not feature robots on a gorgeous pink baby girl romper? Robots, lightning bolts, light bulbs for bright ideas… with Fendi, imagination is limitless.

Spring/Summer Collection 2017

Fendi Today

An Iconic Brand where History inspires Future Dreams

Today Fendi is a global brand employing over 380 workers in 100 boutiques. The logo is instantly recognisable worldwide. Fendi is known globally for forthright extravagance and luxury, always underpinned by its foundation materials of leather and fur. Every piece they create is simultaneously history and future; to hold a Fendi bag is to hold a piece of fashion heritage.

Although the Fendi brand has extended around the world, its heart remains at home, in Rome. In 2004, Fendi contributed financially towards the restoration of the iconic, 18th Century Trevi Fountain in Rome. The donation evidences Fendi’s love and respect for its own heritage. In the same year the company unveiled plans to use drones to showcase future lines – Fendi’s commitment to its heritage foundations and its future in cutting-edge technology, symbolises the ethos of having strong foundations on which to build a magnificent future.

So with one foot firmly in the traditional Italian family heritage, and with a gaze fixed on the future, Fendi continues to progress as a world-leading fashion brand.