| Fendi is an Italian fashion designer brand founded in 1918, most famous for its selection of shoes and furs. Fendi boutiques can be found all over the world. In recent years, Fendi entered the American market with stores in New York, Bal Harbour, and the Galleria in Houston. Today, as part of LVMH Moet Hennessy Louis Vuitton S.A. group
Fendi began in 1918 when Adele Casagrande opened a leather and fur shop in Via del Plebiscito in central Rome. When Adele married Edoardo Fendi in 1925, they made a decision to change the name to Fendi. The business prospered, and a new shop was opened in Via Piave in 1932. By 1946 Paola, 15, the eldest of the couple's five daughters, went to work for the firm, followed by her sisters Carla, Anna, Franca, and Alda.
In 1965 a marriage between the Fendis and German designer Karl Lagerfeld was sealed, and it proved to be fortuitous for both. Lagerfeld immediately created the inverted FF logo that joined the growing list of international status symbols, and then set about, aided and abetted by the sisters, to revolutionize the treatment of fur and other clothing.
In March 1997 Silvia Venturini Fendi, a third generation Fendi, introduced the Baguette. She introduced richer colors and wilder fabrics. Some women think of baguettes as "beanie babies for grownups". Baguettes are made in the Zucca and Zucchino fabrics, and special edition baguettes are introduced each season.
Soon after came the Croissant, a miniature offspring of the baguette. Then came the revival of the Selleria line. Fendi Selleria bags are stitched by hand, much like the first Fendis were, and are made in special editions using the finest pebbled leather and rough hewn stitches. Each bag has a sterling silver plaque inside.
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