Fendi

Logo of Fendi, SpA

Fendi is an Italian fashion designer brand founded in 1918, most famous for its selection of shoes and furs. Fendi boutiques can be found all over the world. In recent years, Fendi entered the American market with stores in New York, Bal Harbour, and the Galleria in Houston. Today, as part of LVMH Moët Hennessy Louis Vuitton S.A. group, its creative director is Karl Lagerfeld.

History

Fendi began in 1918 when Adele Casagrande opened a leather and fur shop in Via del Plebiscito in central Rome. When Adele married Edoardo Fendi in 1925, they made a decision to change the name to Fendi. The business prospered, and a new shop was opened in Via Piave in 1932. By 1946 Paola, 15, the eldest of the couple's five daughters, went to work for the firm, followed by her sisters Carla, Anna, Franca, and Alda.

In 1965 a marriage between the Fendis and German designer Karl Lagerfeld was sealed, and it proved to be fortuitous for both. Lagerfeld immediately created the inverted FF logo that joined the growing list of international status symbols, and then set about, aided and abetted by the sisters, to revolutionize the treatment of fur and other clothing.

What had once been a precious but stiff and heavy garment was transformed into a light, soft, easy-to-wear and above all flattering outfit. The team went on to invent new ways of working with fur, tanning, dying, and treating, and took previously unused skins and turned them into fashionable garments. By 1966 Fendi had presented its first couture fur collection, designed by Lagerfeld. It was an immediate success with foreign buyers. Marvin Traub, president of Bloomingdale's, discovered Fendi's leather goods and introduced them to the United States. Other outlets soon followed, and today Fendi has a large store on New York's Fifth Avenue, as well as numerous Fendi boutiques around the world.

In 1969 Fendi presented its first ready-to-wear fur collection at Palazzo Pitti in Florence, bringing continuously evolving techniques and imaginative designs to lower-priced furs without sacrificing quality. When the sisters could not find the fabric clothes they wanted to show under the furs their ready-to-wear line was born, again to great success.

The company's accessories are now found on the arm of many stars and signature bags such as the S/S06 Fendi Spy and the new A/W06 embellished bucket bag have enormous waiting lists, which can last up to three years.

Fendi lines

Fendissime

This "young" line (akin to Prada's Miu Miu line) was formed by Karl Lagerfeld in 1962 in cooperation with input from the five daughters. It is now discontinued.

Fendi writing instruments

Fendi licensed their name and logo to Cross Pens in 1989. As of 2000, Cross was no longer producing writing instruments for Fendi.

Fendi watches

Fendi currently licenses out their name for their watches, which feature Swiss movements.

Fendi Perfumes

Fendi launched its first perfume, Fendi for Women, in 1985. The line has been expanded to Theorema Uomo and Fendi Uomo (for men) and Celebration and Fantasia (for women).

Fendi eyewear

This line includes sunglasses and eyeglasses frames.

Zucca

This is the name of Fendi's iconic "double F" logo pattern that covers purses and luggage from this line.

Fendi furs

The fur line was what helped push Fendi to the forefront of luxury brands.

Fendi prêt-à-porter

This includes all of Fendi's clothing sold off-the-rack at department stores such as Saks Fifth Avenue.

Fendi Casa

Fendi's newest brand offering home furnishings.

Counterfeiting

Like other brands that enjoy standing as a status symbol, Fendi is highly counterfeited. Fake bags are normally sold in flea markets, in small stores in low-end retail areas, or on internet auction sites.

In June of 2006, Wal-Mart was accused of selling fakes in its membership-only Sam's Club stores. The suit filed by Fendi in June of 2006 against Wal-Mart is still pending.