Fendi was established in 1925 as a fur and leather shop owned by Adele Casagrande and her husband and business partner Edoardo Fendi. The shop in Rome, Via del Plebiscito, had a big success since the very beginning.
Twenty years later, their five daughters, Paola, Anna, Franca, Carla and Alda, started to work for the company, discovering in the Sixties the young Karl Lagerfeld who joined the company in 1965 as Creative Director for the fur line and Women's Ready-to-wear collections launched in 1977.
After forty years the designer is still working for Fendi with incredible enthusiasm and creativity.
In 1997 the brand introduced a series of handbags, which included the Fendi ‘Baguette’, designed by Silvia Venturini Fendi. That bag immediately turned into an icon and soon became the favourite bag of celebrities such as Madonna, Julia Roberts and Naomi Campbell. Style notes
Fendi style is modern: geometrical shapes and polished looks with just a twist of eccentricity that could come in the form of a detail, an accessory or a vivid colour to make the look meaningful.