Fendi

The luxury brand was first conceived in 1925 by Adele and Edoardo Fendi, who opened a leather and fur company in Rome. After Edoardo died in 46, Adele and their five daughters ran the business. One of their early inventions was the Intreccio weave, a technique using strips of soft lambskin as alternatives to the rigid leather bags of the period. Karl Lagerfeld joined the family as creative director in 1965, and designed the iconic double F logo, which stands for "Fun Furs." Staying true to its roots, Fendi continued to incorporate fur into many of its designs. Garments featured fur entwined with velvet and grosgrain ribbons, which transformed the thick fabric into a flexible decorative surface, and was used to make Fendi's lighter, unlined coats. Fendi introduced colored fur in 1966, which was followed by other creative takes on the medium: Tegole, a technique of overlapping pieces of velvet that mimic the tiles of Italian roofs, fur shaved into geometric patterns, silver gilded fur, beaded fur, and fur mixed with feathers. Adele Fendi died in 1978, but her daughters continued to head the brand. The 1980s was a period of widespread expansion, with boutiques popping up all over the world. Fendi designed uniforms for the Roman police department while opening their first US store on 5th avenue. Around this time, the third generation of Fendi women joined the business; Adele's granddaughter, Silvia Venturini Fendi, would go on to invent the coveted Baguette bag in the 90s. In 1999, Fendi was bought by LVMH and Prada, but the family's third generation retains creative control of the brand's various departments. Their products are still made in Italy, at Fendi's headquarters at the historic Palazzo de la Civiltà Italiana in Rome. Their runway shows are often located at historical landmarks in Italy and abroad, including the Great Wall of China, the Trevi fountain, and the temple of Venus and Rome. Kim Jones joined the team as artistic director in 2020, and to this day, the brand has no plan to abandon the beloved fur that started it all.

Fendi

Extravagance with a Twist

08-15-21

The luxury brand was first conceived in 1925 by Adele and Edoardo Fendi, who opened a leather and fur company in Rome. After Edoardo died in 46, Adele and their five daughters ran the business. One of their early inventions was the Intreccio weave, a technique using strips of soft lambskin as alternatives to the rigid leather bags of the period. Karl Lagerfeld joined the family as creative director in 1965, and designed the iconic double F logo, which stands for "Fun Furs." Staying true to its roots, Fendi continued to incorporate fur into many of its designs. Garments featured fur entwined with velvet and grosgrain ribbons, which transformed the thick fabric into a flexible decorative surface, and was used to make Fendi's lighter, unlined coats. Fendi introduced colored fur in 1966, which was followed by other creative takes on the medium: Tegole, a technique of overlapping pieces of velvet that mimic the tiles of Italian roofs, fur shaved into geometric patterns, silver gilded fur, beaded fur, and fur mixed with feathers. Adele Fendi died in 1978, but her daughters continued to head the brand. The 1980s was a period of widespread expansion, with boutiques popping up all over the world. Fendi designed uniforms for the Roman police department while opening their first US store on 5th avenue. Around this time, the third generation of Fendi women joined the business; Adele's granddaughter, Silvia Venturini Fendi, would go on to invent the coveted Baguette bag in the 90s. In 1999, Fendi was bought by LVMH and Prada, but the family's third generation retains creative control of the brand's various departments. Their products are still made in Italy, at Fendi's headquarters at the historic Palazzo de la Civiltà Italiana in Rome. Their runway shows are often located at historical landmarks in Italy and abroad, including the Great Wall of China, the Trevi fountain, and the temple of Venus and Rome. Kim Jones joined the team as artistic director in 2020, and to this day, the brand has no plan to abandon the beloved fur that started it all.

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