FENDI Family Legend

"Double F" has become a double letter mark after Chanel's "double C" and GUCCI's "double G".

In 1918, 21 year old Adele (Adele Casagrande) opened a small leather goods and fur store in Via Del Plebiscito, in the center of Rome, Italy.

In 1925, she married Edoardo FENDI and became Adair Fendi (Adele FENDI). So she changed her shop name to Fendi (FENDI) and opened a prelude to a fur family.

In 1946, after the end of the Second World War, Paola, the only 15 year old daughter in FENDI, joined the family business. In the next few years, the other four daughters of FENDI, Anna, Franca, Carla and Alda, also gradually grew up, following their sister's example and entering the family business, becoming the second generation of FENDI's successor.

The addition of the five daughters provided new ideas and vitality for the company and made FENDI closer to the needs of modern women.

At first, FENDI brand specializes in producing high quality.

In 1965, young Karl Lagerfeld joined the lagrangfeld's dramatic design concept, which made the FENDI brand clothing get the attention and praise of the global fashion industry. Lagerfeld and FENDI cooperate with the "double F" letter as the mixed series. After the French French Chanel's "double C" letter and the Italy GUCCI's "double G" letter, another brand logo is known in the fashion world.

FENDI made a great leap forward in 70s.

In 80s, Fendi's "double F" logo has become the pronoun of noble and magnificent, which is popular all over the world.

In addition, FENDI's remarkable Pequin bar pattern design has won a new batch of advocates.

At the same time, FENDI launched a series of Fendissime sportswear and accessories to cater for the fashionable young customers.

Lagerfeld innovated fur, such as treating real animal fur into imitation fur, and putting a large number of tiny holes in fur cloth to lighten the weight of the coat to facilitate wearing.

In the early 90s, the FENDI fur outfit was launched with both sides of the overcoat on the reverse side of the whole fur for protest against the fur sport.

93/94 in autumn and winter, the FENDI brand can be further folded into a medium and long fur coat with zippers.

As the company's supervisor, the FENDI sister also intends to change the traditional concept that fur clothing is regarded as a luxury luxury in the past, so that the fur clothing of FENDI brand will become more and more popular, popular and fashionable, and will reach more consumers.

In 1995, FENDI third generation family member Silvia Fendi (Sylvia Venturini FENDI) joined the family business and became manager of the design department. At present, she is the artistic director of FENDI accessories.

The FENDI family has no sons, only five daughters, and Silvia is the daughter of one of the daughters, Anna.

Silvia Fendi received the edification of her family design from an early age. When she was four years old, she met Karl Lagerfeld. Almost every month, she received the books recommended by her design masters, with comments and notes on them.

At first, Silvia wanted to escape the fashion industry and family business, marry a French jewelry designer and move to South America.

But in the end, she did not escape. FENDI and design seemed to be her destiny.

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Silvia Fendi's love for bags makes her the leader of accessories design, the designer of creating handbag fashion. Her famous name is Fendi FENDI (French bread stick) Baguette, long wrapped around her shoulders and sandwiched under the arms like French sandwiched sticks.

In addition to FENDI baguette, FENDI The Spy Bag and Fendi B pack (B.FENDI) are all very successful works of Silvia Fendi. So every season, everyone is looking forward to this Fendi (FENDI) family's granddaughter doing something on the bag.

With many successful experiences accumulated, FENDI is planning to expand its territory of the fashion kingdom and focus on developing the Asia Pacific market, especially in China.

FENDI opened a new concept store in Libai square in Guangzhou, showing her flexible and modernized conception in retailing.

In the next few years, FENDI will open more specialized stores in China and further practice her firm belief in providing quality products and services.