FENDI

There are names in fashion that for its long career, its creative contributions and its harvested successes , occupy a recognized leadership position in this industry.

One of these names is, with not doubt, FENDI.

Since its beginnings in Rome, a small shop specializing in leather goods and travel items to the present day, with more than 1,200 stores worldwide and products ranging from bags, clothes, pret a porter, coats, up to fragrances, eyewear, watches, home, etc. it's been almost 100 years and three generations.

Today, belongs to LVMH.

The stories begins…

1925 Edoardo and Adele Fendi, just married, open a small leather goods shop and fur workshop on via del Plebiscito.

1938 Launched a complete collection of handbags.

1946 The second generation Fendi joined the family business. The five sisters Paola, Anna, Franca, Carla and Alda, bring in new energy and new modern ideas.

1965 They decide incorporate an emerging designer. Karl Lagerfeld arrives at Fendi.

1972-76 First collection of leather Pret-a-porter.

1977  The first fashion film in history, to launch the first Fendi Ready to Wear collection.

1985 Fendi celebrates sixty years of business and twenty years of work together with Karl Lagerfeld at the National Gallery of Modern Art in Rome. At the same time Fendi launches its first woman fragrance. For the first time ever, Harrods in London dedicates its 26 storefronts to a fashion brand.

1987 Fendi with stores in Hong Kong or New York, launches its first fragrance for men.

1988 The Fendi third generation, with Silvia Venturini Fendi, launches a collections of luxurious watches.

1990 Fendi uomo menswear is launched.

1997 Silvia Venturini Fendi launches the handbag "Baguette" which became a cult accessory and provides the basis for the phenomenon of bags  “it".

2001 LVMH becomes majority shareholder of Fendi.

2007 Extraordinary fashion show on the Great Chinese Wall.

2009 Silvia Venturini Fendi designs the Peekaboo bag .

2012 Pietro Beccari is appointed CEO.