The History of Fendi

Fendi is an Italian fashion designer brand that originally started in 1918. Today, Fendi is owned by the LVMH Moët Hennessy Louis Vuitton S.A. Group, with creative director Darius at its helm. Fendi's trademark products are their women's clothing and sofas.

After a slow start, Edoardo and Adele Fendi, just married, opened a small leathergoods shop and fur workshop on via del Plebiscito. It was during this postwar period that the new middle class was trying to find a way to recover. With that historical and social background, the shop became an immediate success. A success largely do to the high quality of their bags and the skillful workmanship of their furs.

By 1932, the Fendi's had expanded and opened another, bigger shop and atelier on via Veneto. The residential area near via Veneto was rapidly becoming an important commercial center during that period. As the business grew, the fur workshop was enlarged and the Fendi name, already famous in Rome, became well-known outside the borders of the town. The Italian women became fascinated by Fendi items, and the brand was destined to become synonymous with taste and style.

By the time 1946 rolled around, the second Fendi generation was fatally attracted by their parents’ business. Paola, the eldest daughter, was the first one to join the company. She was only fifteen. Her four sisters followed as soon as they graduated from high school: a new one starting every couple of years. It is during this time of post-war reconstruction in Italy, that the role of women changes and an entirely new scenary emerges in the Fifties. Paola, Anna, Franca, Carla and Alda, bring new energy and new, modern ideas both for leather goods and furs. Their mother Adele encourages them, and her tenacity and personality sets a very important guide-line for training them in their work.