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IN 1925, the house of FENDI is born with the establishment of the first handbag shop and fur workshop in Via del Plebiscito, Rome. The new FENDI business, led by the young couple Edoardo and Adele Fendi, immediately wins great acclaim for the quality of its products. For the Roman bourgeoisie, a trip to "Fendi at the Plebiscito” becomes a date with a certain prestige. As the business grows, the fur workshops expand and between the 1930s and 40s, the FENDI name, already well known in Rome, becomes famous outside of the capital city.
IN 1946, the five daughters of Edoardo and Adele begin working for the family business, each bringing new energy and ideas. The five sisters develop and propose new products for the leather goods and fur lines. A few years later, the Fendi sisters meet a young rising star making waves in the Paris design circuit: Karl Lagerfeld. In the hands of Lagerfeld, a fashion revolution takes place: the fur is changed, moulded, redesigned and reinterpreted, becoming a fashionable, soft, light item of clothing. The materials also change, and skins that had been forgotten or neglected are used in production once again. At this time the "double F” is designed and becomes an all–important feature.
IN 1969, FENDI adds an industrial pręt-a-porter collection to the entirely hand-crafted production of its furs. This collection offers the ideas and quality of a limited production, benefiting from the research experience of the haute couture FENDI workshops. In this way, high quality, "designer” furs are obtained at limited costs.
