Has banned the word impossible Silvia Venturini Fendi, daughter of Anna Fendi creative director and men and accessories collections of Maison Roman summarizes the key to its success. The brand has changed the history of the fur down to the definition of the status symbol of bourgeois ennobled hair and treating the poor with ease the most valuable fleece. It all began when in 1925, Adele and Edoardo Fendi opened in Rome, in Via del Plebiscito, a small shop with bags containing fur laboratory. In 1946, the five daughters of the couple, Anna, Carla, Paola, Franca and Alda, entered in the family. A few years later, knew Karl Lagerfeld. The designer impressed a radical stylistic turning point: the fur was shaped and reinterpreted as never before, becoming a fashion leader. Also changed the materials, we experienced new design, colors and assortments. Is cut, carved and woven skins as if they were woven. Goes back to that period, the "double F" that has become the logo of the brand. In 1969 he added to the Fendi fur craft a line of prêt-à-porter, who was guided by the expertise of the laboratories of Alta Moda.
Along with fur, the leather was a revolution. So hard to Fendi bags responded with soft shapes and destructured. In 1977 came the ready-to-wear. Meanwhile there are more products with dual F: scarves, ties, gloves, glasses, jeans and home collection. In 1990 he debuted on menswear, complete with accessories. In 1994, to preserve the craftsmanship of the origins, it has recovered the "Saddlery": accessories made of leather "flower" and hand-made by master sellai, in limited and numbered copies. The creativity of Silvia Venturini Fendi, daughter of Anna Fendi, became head of the style, was born in 1997, the "Baguette" which has over ten years. The success of the little bag is so immediate that it is now an object of worship. In 2004, the LVMH Group has acquired full control of the Maison. In 2005, Fendi has made eighty, inaugurating Fendi Palazzo in Rome, the brand new venue in the heart of. In addition to the studies and workshops there is the new boutique, the largest in the world.
