Fendi: Style Embodiment
In 1960-ies Fendi began to cooperate with a young promising German designer Karl Lagerfeld, who established the famous double emblem Fendi – FF. Nowadays the emblem FF is one of the recognizable logos in the world.
In 1918 Adele Casagrande opened a small shop of fur and leather items in Rome. Later, getting married with Eduardo Fendi in 1925 they named the shop after her husband Fendi. Their business got prospered and they opened a new shop. In 1946 Paola, the eldest of the five Fendi daughters began to work for the firm with her sisters Carla, Anna, Franca and Alda. Sisters shared the “impact sphere” and each of them took care of something definite. Then each sister inherited 20% of the company.
The Fendi fashion house got more and more popular and soon turned into a renowned brand, which sold cloths of luxury class. Nowadays the emblem FF is one of the recognizable logos in the world.
In 1969 the first full-grown ready-to-wear collection of fur items appeared. But Fendi sisters not often could find appropriate clothing, which the model could wear under the fur coat at fashion shows. So the first cloth collection appeared in such a way. Nowadays Fendi is not only fur coats, but also clothes, shoes, designer handbags and accessories.
In 1985 an exhibition, dedicated to the 60-th anniversary of Fendi and the 20-th Anniversary of Lagerfeld’s cooperation with the brand, was organized in the National Gallery of Modern Art in Rome.
In 1999 the Fendi Company was sold to the giant LVMH (Moet Hennassy Louis Vuitton). LVMH invested money in the company and constantly enlarged the net of firm shops. Karl Lagerfeld remained the creative director of the Fendi Company.
Many people associate bags of Fendi with luxurious bags. These bags have an excellent appearance and are one of the most desirable accessories for women in the world. You can even find imitations of the brand.
In 2008 The Luxury Institute of New York found Fendi in the first of 12 positions of the “Handbag Brands 2008” list. The Fendi brand goes along with such famous names as Burberry, Chanel, Dolce&Gabbana, Gucci, Hermes, Kate Spade, Louis Vuitton, Prada and Ralph Lauren. You can even rent a Fendi bag.
