“The irony allows me to relativize my creative obsession”
Fendi is the extreme brand: big furs and little handbags, family business and international recognition, really chic past and future rather cool and ironic. The Fendi empire was founded in 1925 by Adele Fendi from a small leather workshop in Rome where, with her husband Eduardo, she worked for private clients.
The family business expands with the opening of a larger shop in 1946, but it was not until eight years later, the death of Eduardo, their five daughters starting to sculpt the modern image of Fendi, infusing small business all their glamor and their youth.
When Adele died in 1978, each sister inherits a piece of the empire: Paola (born in 1931) deals with furs, Anna (born in 1933) in leather goods, Franca (born 1935) Relations customers, Caria (born 1937) for the coordination and Aida (born 1940) of sales. In the late 1980s, the brand has become synonymous with luxury and elite jet set with furs and logo duplicate F.
In the politically correct climate and anti-bourgeois 1990s, Fendi and plunged back to its roots spring bags Adele Fendi. La Baguette is resurrected and Fendi star rises in the firmament, embodying the new craze for excess barracks. In 1999, LVMH and Prada redeem 51% of the brand, but LVMH eventually becoming the sole partner in 2001.
However, Fendi remains a very family affair: his future rests on the shoulders of Maria Silvia Venturini Fendi, Fendi daughter Anna, who created the Fendissime line in 1987 and now holds the position of Director of Style department. Karl Lagerfeld, creative director, continues to work for the sisters as he has done since 1965.
It was he who created the famous double F logo and reworked fur, Fendi matter if any. And last winter collection 2007-2008 proved that the great Italian house does not have to defend its place in the forefront of the trend. Fendi remains the absolute reference in terms of fur and leather … Luxury, opulence and excess are the hallmarks of the collection of Karl Lagerfeld, where the mantle major piece is more opulent than ever.
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