Carla Fendi: “I am always guided by impulses. History of the Fendi brand Small elements and decorations

Fendi - worldwide famous brand, the standard of classic Italian fashion. Specializes in the production of clothing, leather and fur products, accessories and perfume.

The Fendi company was founded in 1925 in Rome by a young married couple, Adele and Eduardo Fendi. In post-war Italy, their business of sewing fur and leather products became so successful that in 1932 the couple opened the first fur salon. The couple had the most skilled craftsmen working for them, so those who wanted to look good were eager to buy Fendi. Due to the high quality of handmade products, the product has become wildly popular among local residents. For the Roman bourgeoisie, a trip to Fendi on Plebizio became a kind of sign of prestige.

Fendi's sales grew from year to year, and soon the products of the Italian brand became famous not only in Rome, but also far beyond its borders. In 1932, the Fendi family business expanded: a store opened in a busy area of ​​​​Venice, on Via Piave. The Fendi brand is becoming synonymous with taste and style.

Gradually, the small Fendi store grew into a large enterprise specializing in the production of leather and fur products.

All five daughters of Adele and Eduardo (Paola, Carla, Anna, Franka and Alda) gradually began to join the family business. Subsequently, they will become the head of the company, dividing responsibilities equally.

In the mid-60s, the Italian trading house began collaborating with the young designer Karl Lagerfeld, who changed the style of the company's fur production. Gradually, Lagerfeld turned bulky and heavy fur coats into light and comfortable outerwear. At this time, the company logo was created - the famous “FF”, which was also invented by the famous couturier.

The first collection of fur coats, created by Karl Lagerfeld, was presented in 1966 and was a huge success. The best representatives of the fashion market paid attention to the talented young designer. From that time until today, the Italian brand has occupied a leading position in European fur production.

A few years after its founding, Fendi begins mass production of fur products. The company's motto - excellent fur coats at a reasonable price - is still relevant today. Therefore, Fendi’s prices, although quite high, are quite justified: after all, customers are offered luxury products. Hollywood stars and representatives of royal dynasties parade in Fendi fur coats.

The brand is known not only for its excellent fur coats, but also for its equally presentable leather products, in particular, bags. Since the 70s of the last century, it has become possible to buy Fendi bags not only in Italy and other European countries, but also in the USA and Japan.

In 1977, Fendi presented its first pret-a-porter (“ready-to-wear”) collection, which caused great enthusiasm. Gradually, the company begins to further expand its range: in 1984, the Fendi collections were replenished with such products as ties, gloves, jeans, glasses, pens, and lighters.

The following year a significant event took place for the brand. The National Gallery of Modern Art in Rome opened its doors to host an event celebrating the brand's sixtieth anniversary and twenty years of collaboration with Karl Lagerfeld. The exhibition “Fendi - Karl Lagerfeld, a working history” illustrated the entire creative and technical process of creating collections.

And a decade later, the first women's perfume, Fendi, appeared almost immediately, becoming popular. The men's fragrance “Fendi Uomo”, introduced in 1989, was no less successful.

A few years later, the Selleria line found a second life. It was made using the same methods and in the same style as Adele Fendi. Clutches, travel bags and small leather accessories made of colored leather, hand-finished by artisans, are available in limited editions.

In 1997, the creativity of Silvia Venturini Fendi, creative director of the Fashion House, led to the creation of the Baguette bag.

The success of this small bag, which should be carried under the arm, like the French bread of the same name, was colossal. It began to be produced in more than 600 versions, from unusual materials and different colors. In just a few seasons, the bag has become a cult object of desire for all the world's fashionistas. Following the Baguette bag, c light hand Sylvia also introduced the Spy bag in 2005, and the B FENDI bag in 2006.

An interesting fact is that the brand’s clothes are popular not only on the catwalks and in everyday life, but also on the set. The company's designers at different times developed costumes for such famous films as “La Traviata”, “Once Upon a Time in America”, “The Godfather” (the third part) and many others. This also greatly contributed to the popularity of the brand and increased sales of Fendi.

Fendi's women's clothing collections, despite their chic, are very restrained. Accessories are always well thought out: Fendi sunglasses, gloves and belts are kept in a strictly classic style. Nothing superfluous, just calmness and nobility. In 1990, the Fendi empire finally released a collection of clothing for men. Now even the stronger sex has the opportunity to appreciate the classic Fendi style.

The Fendi signature bag also changed its appearance in favor of practicality. The place of hard models was taken by soft, unstructured, bright handbags, as if woven from leather.

The controlling stake in Fendi belongs to the LVMH alliance (Moët Hennessy. Louis Vuitton S.A). The Fendi sisters made the decision to sell the company back in 1999. As a result of the collaboration, Fendi flagship stores opened in Paris and London. In 2001, LVMH Group bought shares in Prada and the following year acquired shares in Fendi, becoming the sole controlling shareholder in 2004.

But this does not prevent the brand from delighting its fans with new collections and remaining true to its style.

In 2005, the FENDI fashion house celebrated its eightieth anniversary. In this connection, Palazzo FENDI (FENDI Palace) was opened in Rome. This new building in the heart of Rome combines studios, a fur workshop and the world's largest FENDI store.

On October 19, 2007, the world saw a grand show from FENDI - the first fashion show on the Great Wall of China. 88 models took part in the show. The podium was one of the longest ever fashion shows, 88 meters (8 is considered a lucky number in China).

On February 29, 2008 in Paris, on the occasion of the opening of the 22nd FENDI store at 22 Avenue Montaigne, a private concert by five-time Grammy Award winner Amy Winehouse was held for an audience of 400 guests.

Guests included celebrities such as Rihanna, Sofia Coppola, Kanye West, Claudia Schiffer, Jessica Alba and Milla Jovovich.

Currently, FENDI has more than 160 stores in 25 countries.

Select brand 12 Parfumeurs Français Abercrombie & Fitch Acqua di Genova Acqua di Parma Acqua di Stresa Adidas Adolfo Dominguez Adrienne Vittadini Aedes de Venustas Aerin Lauder Afnan Agatha Ruiz De La Prada Agent Provocateur Agonist Air-Val International AJ Arabia Ajmal AK France Alain Delon Alessandro Dell` Acqua Alex Simone Alexa Lixfeld Alexander McQueen Alexandre. J Alfred Dunhill Alfred Sung Alice & Peter Alla Pugachova Parfums Alviero Martini Alyson Oldoini Amouage Amouroud Anat Fritz Andrea Maack Andree Putman Angel Schlesser Anna Sui Annayake Anne Fontaine Annick Goutal Antonia"s Flowers Antonio Banderas Antonio Puig Antonio Visconti Anucci Apothia Aquolina Arabesque Perfumes Aramis Armaf Armand Basi Arno Sorel Asgharali Atelier Cologne Atelier des Ors Atelier Flou Atkinsons Attar Collection Aubusson Austin Reed Avon Ayala Moriel Azzaro Azzedine Alaia Badgley Mischka Baldessarini Baldinini Balenciaga Banana Republic Barbie Bebe Bella Bellissima Ben Sherman Benefit Benetton Bentley Betsey Johnson Beyonce Biehl Parfumkunstwerke Bijan Bill Blass Bio therm Blackglama Blend Oud Blood Concept Blumarine Boadicea the Victorious Bob Mackie Bobby Jones Bogner Bois 1920 Bond No 9 Borsalino Bottega Veneta Boucheron Boudicca Bourjois Brecourt Breil Milano Britney Spears Brocard Brooks Brothers Bruno Banani Brut Parfums Prestige Bugatti Burberry Burdin Bvlgari By Kilian Byblos Byredo Cacharel Cadillac Cafe Parfums Calvin Klein Campos de Ibiza Canali Carita Carla Fracci Carlo Corinto Carner Barcelona Carolina Herrera Caron Carrera Carthusia Cartier Carven Castelbajac Cathy Guetta Celine Celine Dion Cereus Cerruti Cesare Paciotti Chambor Chanel Chantal Thomass Charriol Chateau de Versailles Chaumet Chevignon Chloe Chopard Christian Audigier Christian Dior Christian Lacroix Christina Aguilera Cigar Cindy Crawford Clarins Clayeux Clean Clinique Clive Christian Coach Collistar Comme des Garcons Comptoir Sud Pacifique CoSTUME NATIONAL Coty Courreges Courvoisier Cognac Creed Cuba-Paris Custo Barcelona Czech & Speake D"Orsay Dana Danielle Steel Darphin David & Victoria Beckham David Yurman Davidoff Dear Rose Decleor Delarom Demeter Fragrance Diadema Exclusif Diana Vreeland Diesel Diptyque Disney Dolce & Gabbana Donna Karan Dorin DSH Perfumes DSQUARED² Ducati E. Coudray Eden Park Eight & Bob Eisenberg Elie Saab Elizabeth Arden Elizabeth Taylor Ella Mikao Ellen Tracy Elysees Fashion Emanuel Ungaro Emilio Pucci Emmanuel Levain Enrique Iglesias Eon Productions Ermenegildo Zegna Erox Escada Escentric Molecules Esprit Esprit de Versailles Esteban Estee Lauder Estiara Etat Libre d"Orange Etienne Aigner Etro Eutopie Eva Longoria Evaflor Evody Parfums Ex Floribus Vinis Ex Nihilo Exte Fabi Faconnable FCUK Fendi Ferrari Fifty Cent Floris Fragonard Fragrance Kitchen Francesco Smalto Franck Boclet Franck Muller Franck Olivier Frapin Frederic Malle G&L G. Nejman Gabriela Sabatini Gallivant Gant Gap Gattinoni Gendarme Geoffrey Beene Geparlys Ghost Gianfranco Ferre GianMarco Venturi Gilles Cantuel Gillette Giorgio Armani Giorgio Beverly Hills Givenchy Gloria-Vanderbilt Gres Greta Mastroianni Gritti Gucci Guerlain Guess Guy Laroche H2O+ Halle Berry Halloween Halston Hanae Mori Harajuku Lovers Haute Fragrance Company Hayari Parfums Helena Rubin stein Helmut Lang Henrik Vibskov Hermes Herr von Eden Herve Gambs Paris Hilde Soliani Hiroko Koshino Histoires de Parfums Houbigant House Of Sillage Hugh Parsons Hugo Boss Humiecki & Graef Hummer Hussein Chalayan Iceberg Il Profvmo Illuminum Ines de la Fressange Initio Parfums Prives InStyle Isaac Mizrahi Isabel Derroisne Isabella Rossellini Issey Miyake Izod Jacomo Jacques Bogart Jacques Fath Jacques Saint Pres Jaguar James Heeley Jardins D'Ecrivains Jasper Conran Jean Couturier Jean Desprez Jean Luc Amsler Jean Patou Jean Paul Gaultier Jean Reno Jean-Louis Scherrer Jeanne Arthes Jennifer Lopez Jessica McClintock Jessica Simpson Jesus Del Pozo Jette Joop Jil Sander Jimmy Choo Jivago Jo Malone John Galliano John Richmond John Varvatos Joop! Joseph Jovoy Paris Judith Leiber Juicy Couture Jul et Mad Paris Juliette Has A Gun Justin Bieber Kajal Kaloo Kanebo Kanon Karl Lagerfeld Kathy Hilton Katy Perry Keiko Mecheri Kenneth Cole Kenzo Kerastase Khaltat Khloe and Lamar Kiehl's Kim Kardashian Kimora Lee Simmons Kinski Kiton Kokeshi Kookai Korloff Paris Koto Parfums Krizia Kusado Kylie Minogue La Maison de la Vanille La Perla La Prairie Lacoste Lady Gaga Lalique Lancaster Lancetti Lancome Lanvin Laura Biagiotti Laura Tonatto Le Galion Le Labo Le Parfum d'Interdits Le Parfumeur Le Prince Jardinier Leonard Les Contes Les Liquides Imaginaires Les Parfums de Rosine Linari Lise Watier Liu Jo Liz Claiborne LM Parfums Lobogal Loewe Lolita Lempicka Lomani Lorelyane Lorenzo Villoresi Lostmarch Louis Feraud LR Lubin Luciano Soprani Lui Niche Lulu Castagnette L`Occitane en Provence L'Artisan Parfumeur L'Oreal M. Micallef Madonna Madonna Nudes 1979 Maison Francis Kurkdjian Maison Martin Margiela Majda Bekkali Sculptures Olfactives Mancera Mandarina Duck Mango Marbert Marc de la Morandiere Marc Ecko Marc Jacobs Marc Joseph Marc O"Polo Marc Rosen Maria Sharapova Mariah Carey MariaLux Mariella Burani Marina Marinof Mark Birley Mark Buxton Marni Marquise Letellier Masaki Matsushima Masque Milano Matthew Williamson Mauboussin Maurer & Wirtz Max Azria Max Deville Max Mara Mayfair Mazzolari MDCI Parfums Memento Italian Olfactive Landscapes Memo Menard Mendittorosa Mercedes-Benz Mexx Michael Jordan Michael Kors Michel Germain Michel Klein Mila Schön Miller Harris Min New York Missoni Miu Miu Mizensir Molinard Molton Brown Molyneux Mona di Orio Monotheme Fine Fragrances Venezia Montale MontBlanc Moresque Morgan Morris Moschino Music de Parfum Mustang Myrurgia NafNaf Nanette Lepore Naomi Campbell Narciso Rodriguez Naso Di Raza Nasomatto Nautica Nautilus Nazareno Gabrielli Nejma Neotantric New Yorker Nez a Nez Nicki Minaj Nicole Farhi Nicole Miller Nicole Richie Nikos Parfums Nina Ricci Nishane Nnikoff Nobile 1942 Noran parfums Nouveau Paris Nuroma O.J. Perrin Odin Odori OKKI Oksana Robski Olfactive Studio Olivier Durbano One Direction One of Those Onyrico Oriflame Orlane Ormonde Jayne Oros Orto Parisi Oscar de la Renta Paco Rabanne Pacoma Pal Zileri Paloma Picasso Pamela Anderson Panama 1924 Panouge Paolo Gigli Parfum Sur Mesure Parfumerie Generale Parfums BDK Paris Parfums Berdoues Parfums Corolle Parfums de Marly Parfums du Château de Versailles Parfums Elite Parfums Genty Paris Hilton Parle Moi de Parfum Parlux Patrizia Pepe Paul Smith Payard Pedro Del Hierro Penhaligon`s Perris Monte Carlo Perry Ellis Phaedon Pharrell Williams Philosophy Pierre Balmain Pierre Cardin Pineider Pitbull Playboy Poiray Pola Police Popy Moreni Porsche Design Prada Precious Liquid Premiere Note Prescriptives Prince Princesse Marina de Bourbon Profumi del Forte Profumum Roma Prudence Paris Puma Pupa Puredistance Queen B Queen Latifah Quiksilver Ralph Lauren Ramon Bejar Ramon Molvizar Ramon Monegal Rampage Rance 1795 Rasasi Reem Acra Reminiscence Remy Latour Renato Balestra Rene Solange Renegades Repetto Replay Revillon Revlon Rifat Ozbek Rihanna Roads Robert Beaulieu Robert Piguet Roberto Cavalli Roberto Verino Roccobarocco Rochas Rodier Roger & Gallet Roja Dove Romea D`Ameor Romeo Gigli Rouge Bunny Rouge Royal Copenhagen s.Oliver S.T. Dupont S4P Sahlini Parfums Salvador Dali Salvatore Ferragamo Sarah Jessica Parker Sarahs Creations Scent Bar Schwarzkopf&Henkel Sean John Sense of Space Creations Sephora Serge Lutens Sergio Nero Sergio Tacchini Shaik Shakira Shiseido Sigilli Signature Simone Cosac Profumi Sisley Six Scents Slatkin Slava Zaitsev Sonia Rykiel SoOud Sospiro Stefano Ricci Stella Cadente Stella McCartney Sterling Parfums Steve McQueen Strellson Strenesse Succes de Paris Susanne Lang Swarovski Sweet Years Swiss Arabian Tan Giudicelli Tann Rokka Tauer Perfumes Taylor Swift Ted Lapidus Teeb Al Ghawali Teo Cabanel Terry de Gunzburg Thameen The Beautiful Mind Series The Different Company The Gate Fragrances The House Of Oud The Party The Vagabond Prince Theo Fennell Thierry Mugler Tiffany Tipton Charles Tiziana Terenzi Tom Ford Tom Tailor Tomb Raider Tommy Bahama Tommy Hilfiger Tonino Lamborghini Torand Torrente Tous Trish McEvoy True Religion Trussardi Ulric de Varens Undergreen Usher V Canto Valentino Van Cleef & Arpels Van Gils Vera Wang Verduu Vero Profumo Versace Vertus Victor&Rolf Victoria"s Secret Victorinox Swiss Army Victorio & Lucchino Vilhelm Parfumerie Vince Camuto Vivienne Westwood Wallpaper STEIDL Washington Tremlett Wella WIDIAN Women"Secret Worth Xerjoff XOXO Yllozure Yohji Yamamoto Yves Saint Laurent Zadig & Voltaire Zarkoperfume Zirh

Fendi

History of the Fendi brand (Fendi)

In 1925, the couple Eduardo and his wife Adele Fendi opened a tiny workshop for sewing leather goods. They work tirelessly and their products are of impeccable quality and amazing hand finishing. A clientele appears, and they decide to open their own store, which immediately gains wide popularity.

Some time later, the couple opens a salon of fur products, which are so good and exquisite that they instantly become a standard folk style Italy and are starting to be in huge demand.

Years pass, and the couple gradually transfers the business into the hands of their five daughters.

In 1946 15-year-old Paola joins her parents, and then Carla, Anna, Franka and Alda, all very different, but gifted, and each successfully contributes to the common business. Already in 1955, the Fendi sisters presented their first collection of fur products to the public, which became a resounding success.

Then, in 1965 girls invite fashion designer Karl Lagerfeld to work, and he creates light and elegant fur coats from bulky and heavy women's fur coats. At the same time, Karl uses new materials, significantly enriches the palette of products and makes changes to the shape and style of clothing. By the way, it is he who comes up with the logo of two mirrored and inverted letters F.

The first perfume appears in 1985. - Fendi. This is an autumnal, serious, one might say, philosophical aroma, very persistent and rich. You can feel the echoes of smoke from a fire in which such fragrant and resinous cherry branches crackle, you can feel a lot of dry and unsweetened cherries, and the spices ring brightly.

In 1996 comes out men's perfume Life Essence, in 1998 - Fendi Theorema, in 2001. - Theorema Uomo and many others.

In September 2010 The Fendi house produces an incredibly attractive, luxurious fragrance - Fan Di Fendi (Fendi Fan), it is golden yellow and positive, it sounds very bright, like the sun, fruity-citrusy-floral. The initial notes are juicier than the heart and base, but soon, after a few minutes, the aroma becomes more restrained and matte, less sonorous. A soft golden-feminine floralness comes to the fore, and some piquant roughness is added in the drydown.

The unique and attractive power of the magic of Fan Di Fendi perfume will attract the attention of any man. The perfume was created by the hands of two talents - the brilliant perfumer Delphine Lebeau-Krowiak and the creative director of the company Francois Demachy. The perfume is housed in a rectangular, elegant and graceful bottle with a huge Fendi House logo. and an elegant gold frame.

All Fendi perfumes are distinguished by an impeccable sense of taste. Fendi has firmly established itself as a brand that emphasizes not only aristocracy, but also prestige and luxury, the status and wealth of its owner.

Today, Fendi classics are difficult to find - many of them were discontinued when the House of Fendi sold its shares. But if you're lucky, be sure to buy Fan Di Fendi, as well as the Fantasia, Theorema, Palazzo and Life Essence fragrances.

According to our information, the Fendi House has created 18 fragrances, the first one in 1985. and the last one - in 2012. The perfume was created in collaboration with perfumers Christine Nagel, Benoit Lapouza, Francois Demachy, Delphine Lebeau-Krowiak and Jacques Cavallier.

Today Karl Lagerfeld remains the designer of the line women's clothing, and Silvia Fendi is responsible for the men's line and accessories.

The Fendi house is constantly growing, it owns more than 100 brand stores. And in the future, experts predict rapid growth and significant profits for the company. The main thing is that the Fendi House continues to delight us with new collections.

The famous Italian fashion designer Carla Fendi, who for many years determined the development strategy of the world famous Fendi group, died in Rome at the age of 81.

The deceased recently suffered from a serious lung disease. The other day, Fendi left the hospital and returned to her Roman residence - the famous Palazzo Ruspoli.

Fourth of the Fendi sisters, Carla Do last days Throughout her life she remained honorary president of the Fendi group, founded by her parents in 1925. This company has become a truly unique phenomenon in the world of Italian high fashion, since in the early 1950s five sisters took the helm at once - Paola, Anna, Franka, Carla and Alda.

“Our mother said: you are like five fingers on a hand, each has its own role,” Karla liked to repeat.

Paola became an expert in fur dressing, Anna - a designer, Franka - a public relations specialist, Alda - the brand's commercial director, and Karla was actually involved in all the current affairs of the fashion house, paying special attention to the company's development strategy and its penetration into foreign markets, primarily , in USA.

One of the key decisions of Carla and her sisters was to invite a young German designer to the fashion house, who became the art director of the Fendi brand for many years. It was thanks to his creative imagination that the fur clothes and leather accessories of this brand acquired unexpected, bright colors and immediately attracted the attention of fashionistas all over the world.

In 1966, Lagerfeld also came up with the famous logo of the fashion house - two letters F, one of which is upside down.

The first collection of Fendi fur coats, which Karl presented in 1966, was a resounding success. Since then, Fendi fur coats have become a symbol of luxury and beautiful life and received a pass not only to noble receptions, but also to the best film sets in the country: Fendi created fur coats for Silvana Mangano in the film “Family Portrait in an Interior” by Luchino Visconti and Isabelle Huppert’s outfits in " True story ladies with camellias."

Thanks to the efforts of the Fendi sisters and Lagerfeld, the Fendi fashion house in the 1980s became one of the world leaders in the creation of fashionable clothing, leather and fur goods, accessories and perfumes. However, in 1999, the group became part of the LVMH holding (Louis Vuitton Moët Hennessy S.A) and the Fendi sisters lost their leadership role in the company.

This turn of events allowed Carla Fendi to devote almost all of her time and energy to supporting various endeavors in the field of culture and art. She soon became a recognized philanthropist in the Apennines, and in 2007 she founded the Carla Fendi Foundation, the main goal of which was the development of artistic traditions in art, literature, cinema, and fashion.

The foundation's funds went, in particular, to the organization of the world-famous musical "Festival of Two Worlds" in the city of Spoleto, to support the National Academy of St. Cecilia and the implementation of a number of large-scale restoration projects.

Fendi

The controlling stake in Fendi belongs to the LVMH alliance (Louis Vuitton Moët Hennessy S.A). The decision to sell the company was made in 1999. As a result of the collaboration, Fendi flagship stores opened in Paris and London. In 2001, LVMH Group bought shares in Prada, acquired shares in Fendi the following year, and in 2004 became the sole controlling shareholder.

In 2005, the Fendi fashion house celebrated its eightieth anniversary. In connection with the event, the Palazzo Fendi (Fendi Palace) in Rome was opened. The new building combines studios, a fur workshop and the world's largest Fendi store.

On October 19, 2007, the world saw a grand show from Fendi - the first fashion show on the Great Wall of China. 88 models took part in the show. The runway was one of the longest in the history of fashion shows - 88 meters (8 is considered a lucky number in China).

On February 29, 2008, in Paris, on the occasion of the opening of the 22nd Fendi store at 22 Avenue Montaigne, a private concert by the five-time Grammy Award winner was held for an audience of 400 guests.

Fendi currently has more than 160 stores in 25 countries.

The company was founded in 1918 by Adele Casagrande as a leather and fur shop in Rome on Via del Plebizio.

So in 1925, Eduardo Fendi and Adele Fendi founded their first store, which sold branded products characterized by high quality and hand-made finishing. Their products quickly became popular and after some time began to be in great demand.

Carier start
In 1932, the couple opened their own fur salon. Traditional Fendi, high quality and elegant style have made their fur coats a true standard of Italian style. After Eduardo and Adele left their business, the five daughters of the famous couple took control of the family business. Paola Fendi was in charge of the fur department, Anna Fendi developed new collections for the company, Alda Fendi became the company's commercial director, Carla Fendi promoted new development strategies for the Fendi Fashion House, and Franka Fendi specialized in public relations.

Finest hour
In 1955, a collection of fur and leather from Paola and Anna was first presented. The public was delighted with the new collections and unanimously recognized the incomparable talent of the Fendi daughters. But at that time, the brand was known only in the domestic market, which was clearly not enough for the new owners of the company. In order to begin advancing into the international fashion arena, fashion designer Karl Lagerfeld was invited to the Fendi Fashion House as creative director. Over time, the correctness of the choice was confirmed many times.

Gradually the glory of the fashion house Fendi scattered all over the world. Karl Lagerfeld completely revised the fashion policy, changing the concept of all his collections. Previously, fur coats were bulky and not very comfortable, now they have turned into lightweight models with rich color palette and unusual combinations of different types of fur. At the same time, they have not lost the inherent luxury and splendor of Fendi. Karl was an innovator; he regularly introduced new elements into the design of models, and this distinguished the products of the Fashion House from everything that was presented on the market at that time.

The creative union of Lagerfeld and Fendi turned out to be very successful also because Paola provided Karl with a huge range of new and unusual materials, the creation of which was the result of the latest achievements in the manufacturing industry. Thus, the fashion designer was not limited and could present a wide variety of variations from different materials, so some features of certain models are based on the unusual characteristics of the materials from which they are created.

In the early seventies, Karl Lagerfeld developed class models pret-a-porte for the new women's line of the fashion house, and at the same time he begins to create accessories. Thus, already in the eighties the range of activities of the company Fendi expanded significantly. Previously, the company's target audience consisted of wealthy people whose age exceeded thirty years, but now Fendi completely different buyers were needed, and the fashion house launched a youth line called Fendissimo, together with it the company presented a new line Fendi Casa engaged in the production of furniture products.

In 1984 Fendi starts releasing sunglasses, in 1985 he presented his first perfume line, the flagship of which was the fragrance called Fendi. Five years later, in 1990, a new perfume was created Fantasia, after some time in 1996 appears Life Essence, in 1998 the fashion house releases perfume Theorema, and in 2001 the world was introduced to the fragrance Theorema Uomo. The company's assortment also includes other fragrances that appeared at one time or another.

In 1990, sixty-five years after its founding, the company presented its first men's collection to the public. In the 90s Fashion House Fendi was bought out by companies Prada and LVMH In general, the company's owners retained only forty-nine percent of the shares. However, after some time Prada ceded their stake to the French concern, making it a full-fledged owner Fendi.

Nowadays, the post of designer developing women's clothing lines is still occupied by Karl Lagerfeld; Silvia Fendi is responsible for the men's collections of clothing and accessories in the company.

Fashion house Fendi is actively expanding its influence, penetrating new markets and exploring new countries; today more than a hundred company boutiques can be found throughout the globe. One of the latest was a store in New York, located on Fifth Avenue. Experts say that in the future Fendi Active growth awaits, promising decent profits. And it seems Fendi will never cease to delight the world community with new collections and original ideas

The Fendi company was founded in 1925 in Rome by a young married couple, Adele and Eduardo Fendi. The couple were engaged in sewing fur and leather products. In post-war Italy, their business became so successful that Adele and Eduardo soon opened their first leather goods store on Via del Plebizio. Due to the high quality of handmade products, the product has become wildly popular among local residents. For the Roman bourgeoisie, a trip to Fendi on Plebizio became a kind of sign of prestige.

Fendi's sales grew from year to year, and soon the products of the Italian brand became famous not only in Rome, but also far beyond its borders. In 1932, the brand's second store opened in a busy area of ​​Venice, on Via Piave. The Fendi brand has come to be considered the personification of taste and style.

Gradually, the small Fendi store grew into a large enterprise specializing in the production of leather and fur products.

All five daughters of Adele and Eduardo (Paola, Carla, Anna, Franka and Alda) gradually began to join the family business. Subsequently, they became the head of the company, dividing responsibilities.

Fendi and Karl Lagerfeld

In the mid-60s, Fendi began collaborating with the young man, who changed the style of the company's fur production. Gradually, Lagerfeld turned bulky and heavy into light and comfortable outerwear. At this time, the company logo was created - the famous “FF”. It was also invented by Karl.

The first collection of fur coats created by Karl Lagerfeld was presented in 1966 and was a huge success. The best representatives of the fashion market paid attention to the talented young designer. From that time until today, the Italian brand has occupied a leading position in European fur production.

Mass production

A few years after its founding, Fendi launched mass production of fur products. The motto of that time - excellent fur coats at a reasonable price - is still relevant today.

In the 70s, Fendi brand products began to be sold not only in Europe, but also in the USA and Japan.

In 1977, Fendi presented its first collection, which delighted the audience. Gradually, the company began to expand its range: in 1984, the Fendi collections were replenished with products such as ties, pens, and lighters.

In 1978, The National Gallery of Modern Art in Rome held an event to celebrate the sixtieth anniversary of the brand and twenty years of joint collaboration with Karl Lagerfeld. The exhibition “Fendi – Karl Lagerfeld, a working history” illustrated the entire creative and technical process of creating collections.

In 1988, the first women's perfume Fendi appeared.. In 1989, the men's fragrance Fendi Uomo was introduced.

A few years later, the Selleria line, which existed under Adele Fendi, found a second life. It was done using the same methods and in the same style. , travel bags and small colored leather accessories, hand-finished by artisans, are available in limited editions.

In 1997, the creativity of Silvia Venturini Fendi, the fashion house, led to the creation of the Baguette bag.

The success of this small bag, which must be carried under the armpit, like the French bread of the same name, was colossal. It began to be produced in more than 600 versions, from unusual materials and different colors. In just a few seasons, the bag has become a cult object of desire for all the world's fashionistas. The Baguette bag was followed by the Spy bag in 2005, and the B FENDI bag in 2006.

Fendi brand clothing is popular not only in everyday life, but also on the set. At different times, the company's designers developed costumes for such famous films as “La Traviata,” “Once Upon a Time in America,” “The Godfather” (the third part) and many others. This also greatly contributed to the popularity of the brand and increased sales of Fendi. In 1990, Fendi released its first men's clothing collection. It was also made in a discreet, elegant style.

The signature Fendi bag has changed its appearance in favor of practicality. Instead of hard models, soft, unstructured, bright handbags began to be produced.

Fendi today

Fendi is majority owned by the LVMH alliance(Moët Hennessy S.A.). The decision to sell the company was made in 1999. As a result, Fendi flagship stores opened in Paris and London. In 2001, the LVMH Group bought back shares, the following year acquired shares in Fendi, and in 2004 it became the sole controlling shareholder.

In 2005, the Fendi fashion house celebrated its eightieth anniversary. In connection with the event, the Palazzo Fendi (Fendi Palace) in Rome was opened. The new building combines studios, a fur workshop and the world's largest Fendi store.

On October 19, 2007, the world saw a grand show from Fendi - the first fashion show on the Great Wall of China. 88 models took part in the show. The runway was one of the longest in the history of fashion shows - 88 meters (8 is considered a lucky number in China).

On February 29, 2008 in Paris, on the occasion of the opening of the 22nd Fendi store at 22 Avenue Montaigne, a private concert by five-time Grammy Award winner Amy Winehouse was held for an audience of 400 guests. Guests included celebrities such as Rihanna, Sofia Coppola, Kanye West, Claudia Schiffer, Jessica Alba and Milla Jovovich.

Fendi currently has more than 160 stores in 25 countries.