Getting to know: Fendi

I have to admit that when it comes to fashion brands and houses I know nearly nothing about the big names which we hear on a daily basis. Today I am taking the opportunity to get to know one of these names; Fendi.

Fendi is an Italian luxury fashion house producing fur, ready-to-wear, leather goods, shoes, fragrances, eyewear, timepieces and accessories. Fendi was founded in Rome in 1925 by a husband and wife team Adele and Edoardo Fendi as a fur and leather shop in Via del Plebiscito in Rome.

From 1946, the five daughters of Adele and Edoardo: Paola, Anna, Franca, Carla and Alda took over running the company. It can be said that the five sisters are reasons behind the success of Fendi. After their parents’ death, they divided the roles and continued developing the company.

In 1965 they hired a young German designer, Karl Lagerfeld, to give designs the perfect shape, colours, and fabrics and he eventually became the creative director of the luxury fashion label’s fur and women’s ready-to-wear collection which launched in 1977.  Lagerfeld’s innovative designs proved groundbreaking.

Fendi started out producing small to medium-sized leather goods and is now known worldwide for its fashion items and accessories having expanded into shoes, ready to wear dresses, accessories, eyewear, fragrances, and timepieces. By 1999, Fendi generated 32% of its business in furs and clothing, 40% in accessories and 28% in other activities.

Karl Lagerfield remained with Fendi until his death in February 2019. He left a creative legacy including the classic Double F’ Zucca pattern, which is considered the signature for the fashion house.

Although I don’t agree with the use of fur or animal products in fashion, Fendi has been a force for good in Italy. In 2013 they pledged more than 2 million euros to sponsor projects including a clean-up of the Quattro Fontane and the restoration of the Trevi Fountain. In 2018, the fashion house signed a partnership with the Galleria Borghese to support the museum’s exhibitions for the following three years. In 2019, Fendi committed 2.5 million euros to restore the Temple of Venus and Roma, the largest temple of ancient Rome.

In September 2020, English designer Kim Jones was announced as taking the role of Artistic Director of Fendi’s women’s collection, a position formerly occupied by Lagerfeld. Jones is a great British designer but never forgets to honour classic Lagerfeld designs.

These are the top 3 iconic pieces from Fendi collections:

• Iconic Baguette bag: This bag design came in 1997 and today is a classic. These bags are available in a small rectangular shape, with a simple and elegant, timeless style with simple straps at the top making it easy to wear and carry. Many celebrities have been spotted showing off the iconic baguette bag.

• Fendi Peekaboo Bag: Released in 2009 the Peekaboo bag has seen recent revisions with the next-generation light version being called Peekaboo X-Lite, made from high-quality Calfskin and lambskin leather. The original design came in pastel shades with smooth non-patterned interiors. The modern lite version features solid dark colours.

• Fendi Zucca spy bag:  The Spy bag was designed by Silvia Venturini Fendi, and was released in 2005. The unique bohemian design included a hidden coin purse, beautifully braided handles, and a fold-over flap closure.  Nicole Richie, Lindsay Lohan, and Hilary Duff were all spotted showing off their Spy Bag.

Fendi is one of Italy’s few longstanding family-run fashion houses having been run by three generations of women who built their Roman fashion empire on virtuoso craftsmanship, baroque aesthetics and an unrivalled sense of detail. These days Fendi is known for its impeccable Italian quality and quirky mixes of heritage style with its elevated modern ethos. What is your favourite Fendi Bag?