|Anja Rubik, Baptiste Giabiconi e Brad Kroenig star in the Fendi Fall Winter 2011 2012 advertising campaign shot by Karl Lagerfeld.
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.
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 prÍt-a-porter collection to the entirely hand-crafted production of its furs. The Fendi Bag is also transformed, offering new rules governing elegance and practicality, innovation and style. The answer to rigid handbags is the innovative creation of soft, unstructured bags. The leather is printed, woven, dyed and tanned to make it more soft and attractive and so begins the journey of a new generation of Fendi bags.
In 1977 the ready-to-wear is launched, a clothing line with the same criteria of careful design and elegance.
The creativity of Silvia Venturini Fendi, the creative director of the house, leads to the Fendi Baguette in 1997. The success of the little bag to be carried under the arm, like the bread of the same name, is an immediate success. More than 600 versions, with different, unusual materials, quickly make it an essential accessory and a collector's item.
This becomes a real phenomenon that, in only a few seasons, transforms this bag into a cult object. In the wake of the Baguette, Silvia Fendi follows with the creation of the Spy bag phenomenon in 2005 and the B Fendi bag in 2006.