FENDI

In 1946, Paola, the eldest daughter of Fendi's five daughters, began work at the age of 15, followed by four sisters, Anna, Franca, Carla, and Arda, who succeeded Adore, the "great mother."

By Balthazar

FENDI

Fendi started its brand in 1925 when Adore Fendi and Edoardo Fendi established a leather goods store in Rome. Focusing on the fur scarf that was popular in Hollywood at the time of its founding, it succeeded in selling a fur coat. Since then, it has become a status symbol for Italian women. In 1946, Paola, the eldest daughter of Fendi's five daughters, began work at the age of 15, followed by four sisters, Anna, Franca, Carla, and Arda, who succeeded Adore, the "great mother."

In 1965, Karl Lagerfeld, a 27-year-old up-and-coming designer was appointed as the chief designer. (It was budding at that time.) Incorporated various techniques such as enamel processing and stitching. With this, the innovative design that renewed the image of classic fur and turned it into a creative and functional one attracted attention.

In 1969, he announced the ready-to-wear fur coat. At this time, Lagerfeld proposed to use the "Double F" pattern, which has been used as the lining for coats and bags since the 1940s, on the front side. From here, the famous "Zucca pattern" was born.

In the 1970s, a wide range of items such as coats and jackets were added to fur and leather products. The full-line ready-to-wear starts here. Announced the first perfume in 1980.

While showing an adventurous spirit that overturns the common sense of fur, they continued to release new highly fashionable fur that also has conservativeness that maintains dignity and grace.

In 1997, the bag "Baguette" was announced. Named for its resemblance to baguette bread, by Style Office Director Sylvia Benturini. Fendi, the bag is now a hugely popular product with over 350 variations. In 1999, presented the new bag "Roll Bag".

In 1999, the LVMH Group and Prada established a joint venture and took an equity stake in Fendi. This strengthened the distribution network and expanded from 4 stores to 83 stores worldwide. In 2001, the LVMH Group acquired all of Prada's shares in the joint venture and owns 51% of Fendi's shares. (Made it a wholly-owned subsidiary.)

In 2006, an event was held at the National Stadium Kasumigaoka to promote the new bag "B.MIX". This event was produced by A Bathing Ape's NIGO.

In 2019, Karl Lagerfeld, who has been the creative director of women for over 50 years, has passed away. The Fall/Winter 2019-20 Women's Collection, unveiled in Milan in February, was his last collection.

In 2020, Kim Jones becomes artistic director of women's haute couture, ready-to-wear, and fur. Sylvia Venturini Fendi, the third generation of Fendi's founder, will continue to be the artistic director of women's accessories and men's collections, working with Kim Jones.

Introduced the first collection by Kim Jones at the 2021-22 Fall / Winter Women's Collection. Kim Jones will also serve as Dior's Men's Artistic Director.

Fendi
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