Design

Iconic Bags, Iconic Moments: Fendi’s 100-Year Legacy

A hundred years of history, craftsmanship, and an unwavering pursuit of beauty define the legacy of Fendi.

Por: Rubén Carrillo
Fendi’s reputation for high-quality leather bags dates back to the 1930s with the launch of the Selleria line / Photo FENDI
endi’s reputation for high-quality leather bags dates back to the 1930s with the launch of the Selleria line / Photo FENDI

Fendi 100 years stands as a testament to Italian craftsmanship, heritage, and innovation. 

 

Throughout its history, visionaries like Karl Lagerfeld have left an indelible mark, redefining elegance and artistic expression in ways that continue to shape contemporary fashion.

 

Recognized for its unmistakable monogram and groundbreaking designs, Fendi has built an empire around its mastery of fur and leather. 

 

Today, Fendi faces one of its greatest challenges yet: redefining its legacy by embracing innovative and sustainable alternatives while preserving its iconic aesthetic.

Today, Fendi faces one of its greatest challenges yet: redefining its legacy / Photo Fendi
Today, Fendi faces one of its greatest challenges yet: redefining its legacy / Photo Fendi

Adele Casagrande: The Woman Behind the Brand

Fendi’s story began with a determined entrepreneur. 

 

Before marrying Edoardo Fendi, Adele Casagrande was already a successful businesswoman, running a leather and fur workshop in Rome. 

 

In 1918, she established her first boutique on Via del Plebiscito, laying the foundation for what would become a legendary fashion house. 

 

The union of Casagrande and Fendi in 1925 marked the official birth of the brand, which would soon carve its niche in the world of luxury.

In 1918, she established her first boutique on Via del Plebiscito, laying the foundation for what would become a legendary fashion house / Photo Fendi
In 1918, Adele Casagrande established her first boutique on Via del Plebiscito, laying the foundation for what would become a legendary fashion house / Photo Fendi

The Five Fendi Sisters: The Driving Force

By the late 1920s and early 1930s, Fendi had expanded, opening new stores on Via Borgognona and Via Piave. 

 

The brand’s refined craftsmanship had already captivated Italian and European clientele. 

 

However, it was in 1947 that Fendi experienced a turning point with the arrival of the five Fendi sisters, who took the company to new heights. 

 

Each sister played a crucial role: Paola oversaw fur production, Franca managed purchases and store operations, Carla handled sales and press, Alda supervised the atelier, and Anna led the design and licensing sectors.

The brand’s refined craftsmanship had already captivated Italian and European clientele / Photo Fendi
Fendi experienced a turning point with the arrival of the five Fendi sisters / Photo Fendi

Karl Lagerfeld’s 54-Year Reign at Fendi

A pivotal moment in Fendi’s history came in 1965 when Karl Lagerfeld joined as Creative Director. 

 

His collaboration with the Fendi sisters remains one of the longest-lasting partnerships in fashion history, spanning an extraordinary 54 years.

 

 Lagerfeld revolutionized the brand, introducing the iconic double-F Zucca logo in 1966.

Lagerfeld revolutionized the brand, introducing the iconic double-F Zucca logo in 1966 / Photo Fendi
Lagerfeld revolutionized the brand, introducing the iconic double-F Zucca logo in 1966 / Photo Fendi

Fendi’s It Bags: From the Baguette to the Peekaboo

Fendi’s reputation for high-quality leather goods dates back to the 1930s with the launch of the Selleria line.

 

In 1997, Silvia Venturini Fendi designed the now-iconic Baguette bag. 

 

With its compact, rectangular silhouette, short shoulder strap, and bold double-F buckle, the Baguette quickly became a must-have accessory. 

 

Named after the French habit of carrying bread under the arm, the bag generated extensive waiting lists and dominated late 1990s fashion. 

 

In 2012, its cultural impact was immortalized in the book Baguettemania by Rizzoli.

 

Following the success of the Baguette, Fendi unveiled the Peekaboo bag in 2008. 

 

This unconventional take on the classic handbag exuded both playfulness and sophistication.

Named after the French habit of carrying bread under the arm, the bag generated extensive waiting lists and dominated late 1990s fashion / Photo Fendi
Named after the French habit of carrying bread under the arm, the bag generated extensive waiting lists and dominated late 1990s fashion / Photo Fendi

Fendi’s Love Affair with Cinema

Fendi has maintained a long-standing connection with the world of film. 

 

From Luchino Visconti to Wes Anderson, Martin Scorsese to Giuseppe Tornatore, Fendi has collaborated on over 50 films and television productions.

 

The brand’s expertise in fur and outerwear has brought opulent costume designs to the big screen, from The Young Pope to Le Bal, The Berlin Affair, and Eros.

 

To celebrate this relationship with cinema, Fendi launched the Fendi Studios exhibition in 2017.

To celebrate this relationship with cinema, Fendi launched the Fendi Studios exhibition in 2017 / Photo Fendi
To celebrate this relationship with cinema, Fendi launched the Fendi Studios exhibition in 2017 / Photo Fendi

100 year of Fendi basics

  • What is the significance of Fendi's 100th anniversary? Fendi's 100th anniversary marks a century of luxury craftsmanship and innovation, solidifying its place as a leading brand in fashion.
  • Who was behind the creation of the Fendi double F logo? Karl Lagerfeld designed the iconic double F logo in 1966, known as Zucca, which has since become synonymous with the brand.
  • What role did the Fendi sisters play in the company? The Fendi sisters, five in total, were instrumental in managing and expanding the brand, each overseeing different aspects of the business.
  • What are two iconic Fendi bags introduced over the years? The Baguette, created in 1997, and the Peekaboo, launched in 2008, are two of Fendi's most iconic bags.
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