Fendi brand history: Successful and famous fashion house in Italy

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 Fendi is a high-end fashion brand in Italy, specializing in the production of furs, shoes, perfumes, bags, .... Especially the success is created by the hands of women.


What is the secret to the success and popularity of the Fendi brand? So please join us to find out information about the article below. Hopefully this article will help readers have a certain understanding of the famous Fendi fashion brand biography in Italy.


The process of forming the fashion brand Fendi

The person who started the idea was Adele Casagrande, a woman with a passion for fashion in Italy. The Fendi brand was opened in 1926 by Adele and Edoardo Fendi as a fur and leather goods store in Via del Plebiscito, Rome.



 The Fendi family has 5 sisters including Paola, Anna, Franca, Carla and Alda who all inherited the company after the death of their father. Fendi's signature fashion model that resonates with fur coats when worn evokes a seductive appeal.


Karl Lagerfeld joined the company in 1965. He is considered a bright star in the field of creative design and became the creative director of fashion for the Fendi brand.



 In 1999, when Prada and LVMH joined forces to buy back 51% of Fendi shares for $545 million. In 2002, Prada decided to sell a 25.5% stake to LVMH for $265 million. Therefore, LVMH currently owns the Fendi brand with the largest share.


After 95 years of establishment and development, Fendi has won the trust of consumers and has become a famous fashion brand in Italy. The most popular product lines are bags and accessories with feminine, noble and sophisticated beauty.



In 2017, Fendi brand revenue reached 1.17 billion euros. At that time it had 3,000 employees worldwide and 215 stores in many countries.


In 2020, British designer Kim Jones was nominated to take on the role of creative and artistic director for the brand after the death of Karl Lagerfeld.



The meaning of the Fendi brand logo


The logo of the Fendi brand was designed by Karl Lagerfeld with the image of two parallel, opposite and facing Fs. Fendi font is used Helvetica Bold typeface. A special feature is that the "F" on the Fendi logo is not the same as the "F" in the written character.



The logo is designed on black tones to represent the luxury, domination and authority of the high-end fashion brand. In addition, the most counterfeited brand logo in the world.


The featured product line that makes the Fendi . brand successful


The Fendi Baguette is considered the most popular of all Fendi creations. The bag was designed by Silvia Fendi in 1997, initiating a handbag revolution for this fashion brand.



The Baguette remains one of Fendi's most sought-after bags and is also the best-selling in the brand's designer collection. Today, Baguette can be seen in the arms of fashionistas all over the world.



Next are the product lines from fur. Like many other fashion houses, Fendi is focusing on environmental ideas, using recycled materials and creating less waste. But so far, Fendi has no intention of stopping using fur.



What makes the Fendi . brand successful?


Each high-fashion brand's secret to success is the quality and distinctive features of each brand's design. For Fendi, the unique feature of design is personalization in its products, each fashion style shows its own personality suitable for each guest.

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