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Reviewed by William Cooper
When two Italian designers opened a leather and furs workshop 100 years ago, it was doubtful whether they knew their humble boutique would become a global fashion powerhouse. Today, Fendi exists in a realm enjoyed by few other luxury brands: beyond excellence, having achieved icon status.
Fendi: family first
The very first Fendi store opened in Rome in 1925, the lovechild of fashion designers Adele Casagrande and Edoardo Fendi. With a focus on quality leather and furs, Fendi released their first ever collection, Selleria, just one year after opening, to immediate acclaim. Selleria, the Italian word for ‘saddle’, is a nod to the style of stitching taught to them by Roman master saddlers, a technique that remains a Fendi signature to this day.
Edoardo and Adele would go on to have five daughters: Carla, Ana, Paola, Franca, and Alda. Known as ‘five fingers of the same hand’ because of their symphonic approach to business, the Fendi sisters, far more than merely carrying the name, would go on to be pivotal to the Maison’s global success.
It’s not (just) a bag
Perhaps their most fruitful business decision, the Fendi sisters hired German designer Karl Lagerfeld as Creative Director of Fendi in 1965. Having worked for other luxury Maisons, including Chanel and Balmain, Lagerfeld was no stranger to helping fashion powerhouses make their mark. Lagerfeld is credited with creating the famous Fendi double-F (Fun Fur) logo, a coveted symbol of luxury and prestige found across their handbag collections.
It was under the direction of Karl Lagerfeld that third-generation Fendi Silvia Venturini-Fendi would go on to create the Baguette bag in 1997. The pint-sized bag, a striking departure from the oversized handbags that were fashionable at the time, would go on to achieve icon status after Sarah Jessica Parker, playing Carrie Bradshaw in Sex and the City, is robbed at gunpoint and told to hand over her bag. “It’s a Baguette,” she replies. To date, over one million units of the Fendi Baguette have been sold.
The Peekaboo is another Fendi classic, but in a different way. Unlike the Baguette, this handbag, with its understated minimalism and pleasing A-line frame, wasn’t designed to be a statement-maker, yet it still made waves. The clever internal zip allows the owner – if they wish – to reveal the bag’s contents, earning its place in the wardrobes of celebrities that include Meghan Markle, Hailey Bieber and Amal Clooney.
It’s no surprise that Fendi fashion shows are similarly star-studded. Supermodels who have appeared on Fendi runways include the likes of Naomi Campbell, Kate Moss, Gigi and Bella Hadid, Kendall Jenner, Kaia Gerber and Adriana Liama.
In particular, Fendi’s Autumn/Winter 2017 show, celebrating the Maison’s 90th anniversary, was a spectacle to behold. Drawing inspiration from the princes and princesses of storybooks, the Legends and Fairytales collection was a sea of intricately embroidered, majestic gowns, perfectly paired (of course) with handbags and furs. It didn’t stop there, of course, because all of this took place on (yes, on) the Trevi Fountain, clear plexiglass over the aqua waters having turned the fountain into a runway. That night, Fendi models appeared to walk on water; no one was surprised.
Very professional informative and friendly . Lots of advice given . A truly pleasant experience
5 Star Review ReviewsIO
Sources
The History of Fendi
How the Fendi Selleria Bag Became a House Classic
A Brief History of Fendi | Savoir Flair
The It Bag Chronicles: The Fendi Baguette
The iconic Fendi baguette bag is back, with the help of Carrie Bradshaw
Fendi Peekaboo Soft launches for AW24
Fendi History: 10 Iconic Moments | Marie Claire UK