1925
EDOARDO FENDI and ADELE CASAGRANDE opened a store specializing in leather goods and handbags. Adele Fendi learned the craftsmanship of leather making in Florence and used it in everything in the store. Design of leather goods and handbags. This store is located at VIA DEL PLEBISCITO, the busiest street intersection in Rome, and has set up a fur workshop behind the store. The FENDI couple's small shop, with its high-quality products and exquisite craftsmanship, was highly praised and loved by the famous Roman aristocrats and new social elites at that time. The business continued to flow and developed rapidly.
1933
The yellow color that symbolizes the FENDI brand was born in 1933. At that time, the yellow FENDI shopping paper bag made of parchment is still a brand that is easily recognized by the public. logo. The rich texture combined with the brand cultural foundation has become an eternal classic element.
1938
Adele Fendi and EDOARDO FENDI launched a full range of SELLERIA handbags, inspired by doctor bags and drawing on the craftsmanship of harness-making masters. This handbag is made of CUOIO ROMANO (Roman leather), which is the highest quality leather in Europe. It is leather-made in Tuscany. This leather feels soft and has fine texture. Each piece of leather has a different texture and will be stitched before sewing. The tumbling process is used first to improve the softness of the cowhide.
1946
After the end of World War II, EDOARDO and ADELE’s five daughters, PAOLA, ANNA, FRANCA, CARLA, and ALDA, entered the family business. In post-war Italy, women’s jobs were still limited. It is rare. The joining of the five sisters injects new vitality into the brand's series with innovative style and vision. KARL LAGERFELD later defined it as "the five fingers of a hand." Therefore, "5 became FENDI's lucky number.
1965
The five FENDI sisters felt the need to inject new ideas into the brand. FENDI's long-term friend and brand consultant FRANCO SAVORELLI DI LAURIANO Duke's The five sisters decided to hire KARL LAGERFELD, a designer who was emerging in Paris at the time, and fell in love at first sight. LAGERFELD began to use his talent to re-cut, stripe, dye, and pleat the fur to create lightness with exquisite craftsmanship. The fur coat allows customers to wear it easily on weekdays
1967
KARL LAGERFELD defined the concept of "FUN FUR", which became the signature of FENDI's double F LOGO (DOUBLE F). The source of inspiration, and the double F LOGO later became a world-renowned trademark.
1968
FENDI's leather goods and furs were recognized by American retailers. Note, including the chairman and president of Bloomingdale's, MARVIN TRAUB, who purchased the entire FENDI collection and displayed FENDI products in the entire window on Fifth Avenue. In the same year, FENDI opened a store on Via Bogono in Rome. Boutique.
1972-76
The five FENDI sisters have achieved outstanding results in the fashion industry with their shrewd business acumen and design genius. And personally recommended products to different customers in the store, which was of great significance in the history of the brand.
1977
FENDI launched its first ready-to-wear series in a groundbreaking way. ——"HISTOIRE D'EAU", and also produced the first 18-minute short film, which is now known as a micro-movie. This film was shot by JACQUES DE BASCHER and tells the story of a young woman on vacation in Rome, while her parents thought She went to the SPA at BADEN BADEN. She wore FENDI, bathed in the urban fountain, and collected the spring water in a glass bottle.
This short film FENDI was completely restored in 2013 and re-screened in July 2013 at the opening of the boutique on Avenue Montaigne in Paris.
1983
PEQUIN fabric was born, and the brown and ocher yellow stripe pattern became another classic pattern of the company. FENDI's first Asian flagship store opens in Hong Kong.
1985
FENDI celebrates two major milestones - its 60th anniversary in the business and its 20th anniversary of partnership with LAGERFELD. The Galleria dell'Arte Moderna in Rome organizes the exhibition "UN PERCORSO DI LAVORO". The exhibition traces the brand’s ability to successfully create trends and reposition KARL LAGERFELD in the world of fur. During this exhibition, FENDI released the first FENDI perfume. London's Harrods department store decided to reserve all twenty-six windows for one fashion brand, rewriting the history of Harrods' collaborations with brands.
1987-89
FENDI cuts the ribbon for its first American boutique on Fifth Avenue in New York. FENDI CASA home furnishings and the first FENDI men's fragrance made their debut and received a wide response.
1990
The first men's collection is released in Milan.
1994
ANNA FENDI’s daughter SILVIA VENTURINI FENDI joined the company as the creative director of leather goods accessories. SILVIA VENTURINI FENDI grew up under the cultivation of a creative and talented family member - LAGERFELD.
1997
SILVIA VENTURINI FENDI launched the BAGUETTE bag, creating a highly sought-after handbag and laying the premise for the IT bag phenomenon. BAGUETTE bags come in countless colors, decorations, and fabric changes. Even if women choose BAGUETTE at the same time, they will be in different colors, materials or fabrics, so each BAGUETTE bag has different personal characteristics, which is in sharp contrast to the popular black minimalist nylon series at the time.
2001
LVMH became FENDI’s major shareholder and immediately planned a blueprint for the company’s future development and international expansion. In 10 years, FENDI stores have grown from 2 to 196.
2005
MICHAEL BURKE was appointed CEO of FENDI. Among his many strategies, he first held an inauguration ceremony at PALAZZO FENDI, the company's new headquarters designed by PETER MARINO, located in the heart of Rome. The design blueprint combines modern fixtures such as glass floors with 18th century PIANO NOBILE decoration. PALAZZO FENDI became the main trademark used in jewelry series.
2007
FENDI held a sensual and stunning fashion show on the top of the Great Wall of China, ending with the huge double F logo projected onto the surrounding mountains. This is the first fashion brand in history to hold a fashion show on the Great Wall. The event was prepared for a year, and with the Chinese lucky number 8 as the center, 88 models swayed along the 88-meter T stage. This swaying fashion show can be seen from space.
2009
SILVIA VENTURINI FENDI designed the PEEKABOO handbag, which immediately became the IT bag pursued by famous ladies and the favorite of celebrities and fashionistas around the world.
2012
PIETRO BECCARI is appointed CEO. FENDI celebrates the fifteenth anniversary of BAGUETTE with a series of activities - a custom concept store, and the FENDI Handbook published by RIZZOLI. This book re-edited and collected six of FENDI's best and most outstanding Baguette handbags to commemorate its huge success. Achievement. The craze set off by BAGUETTE remains as strong as ever.