Fendi

Fendi was founded in 1925 by Adele and Edoardo Fendi as a small fur and leather workshop on Via del Plebiscito in Rome. The transformation began in 1965 when Karl Lagerfeld, then a relatively unknown German designer, took over the fur collection — a tenure that would last 54 years, until his death in 2019, one of the longest collaborations in fashion history. Under Lagerfeld, Fendi reinvented fur as a fashion material rather than a status symbol — shearing, perforating, plucking, treating fur like fabric. The double-F logo (initially called 'Zucca' and meaning 'Fun Furs') was designed by Lagerfeld in 1965 and has remained a brand cornerstone. The Baguette bag, designed by Silvia Venturini Fendi (granddaughter of the founders) in 1997, became the original 'it bag' and is credited with starting the contemporary bag-driven luxury business model. Fendi was acquired by LVMH (alongside Prada Group briefly) in 1999, and is now fully under LVMH. Silvia Venturini Fendi continues as creative director for accessories and men's collections; the women's role passed from Kim Jones (2020-2024) to Maria Grazia Chiuri (announced 2025). The Palazzo della Civiltà Italiana — the EUR district's monumental 'Square Colosseum' — serves as Fendi's Roman headquarters, a striking link between Italian heritage and contemporary luxury.