Fendi

The Fendi brand began its life as a small leather goods and fur shop in Rome under its founder's name, Adele Casagrande. After her marriage to Edoardo Fendi in 1925, they renamed the business Fendi, and they soon opened their new store in Rome on Via del Plebiscito.  

It didn't take long for the business to become noticed, due to the high quality of craftsmanship and attention to detail: a trait it's still famous for today. By 1932, they had opened their second shop in Via Venato, one of Rome's most bustling commercial districts in that time. With Italian women already hankering after A Fendi, it wasn't long before people outside of Rome began to sit up and take notice.  

After World War II, their five daughters joined the business, and with them came a new lease of life for the company, helped along by the encouragement and training provided by their mother. As with most countries in the post WWII era, women were finding themselves in very different roles to what had been preciously expected of them, and the Fendi sisters were indeed lucky to have such an opportunity.  

It was in 1965 that young designer Karl Largerfeld would join the Fendi group, and he became an extremely influential part of Fendi, going on to design the famous Double F logos that would become synonymous with style and exclusivity. Lagerfeld, controversially or no, is best known for his fur design, and in collaboration with the Fendi sisters, transformed the fur coat from nothing more than a status symbol to piece of modern fashion.  

Today Fendi bags are almost as difficult to come by as a Hermes Birkin, with many, including the famous Fendi Spy, taking up to 2 or 3 years to acquire. The craftsmanship that goes into just one Fendi bag is nothing short of extraordinary, and it is the time it takes to even get one of them to market that is the reason behind the wait lists.  

Today, Fendi has branched out into ready-to-wear, sunglasses, fragrances, ties, scarves, watches and home furnishings. This year's line includes the wonderful patent leather New Bag DeJour, in black, white or stunning red, and the Peekaboo Exotic Versions, which are reminiscent of a doctor's bag that Dr Livingstone and Jackie O's lovechild might have. Today, still the most famous bag that Fendi has produced is the Fendi Spy.  

In 2001, Fendi became part of the LVMH group, which, along with Louis Vuitton, includes over 60 luxury brands such as Marc Jacobs, Moet, Hennessey, Parfums Christian Dior and many more.