Fendi

Fendi is a fashion house, founded in 1925 by Edoardo Fendi and Adele Casagrande. A small fur shop in Rome is the first step towards what represents an empire of luxury. In 1966 the brand logo was born with the double effect, initially used as a lining for the luggage and the first high fashion collection was presented which led to the spread of the brand in the United States and Japan. In the 1980s, the company expanded its product line with jeans, glasses, perfumes and home furnishings. The icon of the brand is the Baguette, a small bag to carry under the arm (just like the Parisian baguette), designed by Silvia Venturini in 1997 and soon became one of the bags most loved and desired by fashion victims. In 1999 Fendi joined commercial partners, the LVMH and Prada group. The company's greatest successes are related to the management of Lagerfeld. Since 2004 Fendi has been one of the brands of the French luxury LVMH group, although references to the great Italian cinema and Rome, Dolce Vita scenography, are always present in the advertising campaigns. Inaugurated in 2005, the Palazzo Fendi, in the center of Rome, celebrates the first 80 years of history, the first of a series of important events such as the parade on the Great Wall of China and the Amy Winehouse private concert for the opening of the store in Paris.