Fendi Handbags
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The history of Fendi started sometime before Adele Casagrande married Edoardo Fendi in Rome, Italy. Adele opened a leather and fur shop in 1918 without anticipating that the store will be renamed as Fendi seven years down the line and will become the most sought after name seventy years from then. The marriage of Adele and Edoardo in 1925 was not just any matrimonial alliance but the meeting of two extraordinary minds with a commitment towards excellence and passion towards their work. Needless to say their immaculate standards made them an instant success. Soon Fendi purses and handbags made of the finest leather were recognized all over Rome and this popularity resulted in the opening of another bigger store in Rome. It did not take long time for the fame of Rome to become the talk of entire Italy. Back then in the initial years Fendi handbags’ collection was released only twice a year in order to make it elite and exclusive and available only to a few ‘chosen ones’ and if we fast forward this to today, then anyone who has the moolah can don a Fendi.
The couple had five daughters; all of them possessed the creativity and an extremely important pre-requisite - the enthusiasm of their parents. The eldest of the Fendi sisters Paola joined the business at the young age of 15 years. The other four daughters – Carla, Anna, Franca and Alda in due course followed the footsteps of Paola and also joined the family business. The vibrant young minds brought innovation and energy to the business. The demise of Edoardo in 1954 passed over the reins of the business in the hands of the Fendi Sisters. There have been no controversies surrounding Fendi for issues regarding inheritance, ownership or management after the passing away of its founders. Fendi in other words has always been in the press for politically correct reasons.
The year 1965 marked the dawn of a new era for Fendi. It was this year when Karl Lagerfeld and the Fendi sisters came together for the first time and this association has lasted since then to the present day. The modern concepts and ideas of the sisters were actualized by Lagerfeld; extensive research was carried out with respect to different types of furs and their feasibility in business. The designs were a success and carved a niche for the minds behind these designs. The entire fashion world sat up and took notice of the Fendi team and needless to say there was no looking back for the brand and the people attached to it. The ‘F and inverted F’ - Fendi Logo was also designed by Karl Lagerfeld which became symbolic of standing and style in the international fashion circuit. It was the year 1968 which symbolized the true arrival of Fendi in the international arena, where shops were opened in New York and Japan which represented Fendi encompassing everything in its stride - the west and the east of the globe. This logo saw itself not only on handbags, furs and purses but also later on glasses, lighters, pens, jeans, gloves, ties and perfumes.
After the second generation of the Fendi sisters enters Gen X, their children, this third generation is as passionately involved in the running of business as its predecessors. Today Fendi is a part of the LVMH Moët Hennessy Louis Vuitton S.A. where 49% shares are held by the Fendi family and the majority control of 51% shares lie with LVMH. Fendi has been a part of the LVMH group since the year 2001 and continues to kindle desire in the hearts of fashion lovers with their creativity and innovation.
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