Fendi History Case Study – Everything You Need To Know

Fendi History Case Study - Everything You Need To Know

Fendi is a fashion label that’s synonymous with luxury. It is an Italian brand that creates excellent handbags with impeccable precision. In addition, the brand is synonymous with its signature double ‘F’ logo. Fendi has been around for more than 100 years and continues to push forward and create innovative designs. The Fendi family has run the brand throughout its history and kept the collections inspiring and accessible to their loyal customers. This article will rewind and go back to the beginning to understand Fendi’s rich history.

Fendi History – How It Began

Fendi is one of the leading Italian luxury fashion houses that offers leather goods, shoes, accessories, fragrances, and ready-to-wear for men and women. Most fashion houses are named after the owner, and Fendi is no different. Fendi history began with Adele Casagrande, who was born in 1897. She went into designing at quite a young age. In 1918, she decided open her first leather and fur workshop on Via del Plebiscito in Rome. However, she changed her business name to Fendi after getting married to Edoardo Fendi.

Together, Adele and Edoardo Fendi created the fashion house in 1925. From the beginning, everyone knew Fendi was synonymous with its opulence. The brand started with leather goods and then later dived into the fur business. Fendi was a family business from the very start, and his five daughters were heavily involved with everything. Together, the family came up with new ideas and helped sell their designer goods to shoppers looking for elegant pieces to include in their collection. The business grew quickly when their oldest daughter Paola joined the company. She was barely 15 when she joined the company, and she brought new energy to the company.

Edoardo passed away in 1946, and his children became fully integrated with the company and started to expand the business. Adele and her daughters chose to focus on fashion and their first release, the Fendi fur coats, was quite the success. However, things changed in the 60s when the opinion about fur changed, and people started seeing it as ordinary and quite old-fashioned.

Fendi History – Karl Lagerfeld’s Mark in Fendi

Luckily, the tides changed for Fendi when the sisters chose to hire Karl Lagerfeld, a young German designer. He started to modernize their fur lines and changed people’s perspectives about furs. Karl Lagerfeld revolutionalized how people wore fur and how designers used it in fashion. He successfully transformed fur into a soft, fashionable, and light item. His goal was to create something new for the brand, and so he experimented with various finishes, materials, patterns, and colors. His fur collection was quite successful and gained popularity quite quickly. Karl’s first couture fur collection was released in 1966 and introduced Fendi to international buyers. This was due to Bloomingdale’s president, who found the collection impressive. Lagerfeld also created the double ‘F’ motif for the brand, which stood for Fun Furs. 

Lagerfeld successfully used fur to create ready-to-wear designs, accessories, and everything he could think of. Therefore, he made fur accessible to the average person. His designs were creative, and he utilized many colors that would make Fendi more desirable and unique. With the unique designs, Fendi tried to keep prices accessible for consumers. In 1977, Lagerfeld launched the first ready-to-wear collection for Fendi.

Additionally, the fashion house released its shoe collection in 1978. During this period, the fashion house also released their artisan collections. In the midst of this, the company kept furs and leather goods at the forefront. 

Fendi History – Evolution of the Brand

Adele passed away in 1978, and that shook up the brand. Each of the five daughters took a piece of the fashion house, leaving Lagerfeld at the creative helm of the business. Nevertheless, it continued to evolve and stay at the forefront of fashion while remaining innovative.

1980 came as a game-changer for Fendi, that decade brought about the explosion of boutiques around the world. Fendi designed new uniforms for the Rome Police Department and then rolled out new fragrances for men’s and women’s fragrances. The company also opened a boutique on Fifth Avenue in New York City in the late 1980s. At this point, the next Fendi women generation started playing a role in the family business. These women created new pieces for Fendi and helped to expand the business even further. 

Iconic Items

The 90s helped shape the fashion house and its influence in the fashion industry. In 1997, Fendi started creating handbags, and there was a phenomenal success. Silvia Feni was in charge of Fendi’s first ‘IT’ bag. She designed the ‘Baguette.’ It didn’t take long before this bag grew in popularity, and celebrities like Naomi Campbell, Madonna, and Julia Robert used the bag. To date, the Baguette is still a top choice for fashionistas worldwide. There are several versions of the bag available today. The fashion house has also released several other iconic bags like the Ostrich, Biga, and Roll bags.

Bags by Fendi were a success because of how different their designs were from other available bags. The company took the same approach on their bags as they would on their other products. However, they were creative and frequently experimented on colors, patterns, materials, and finishes that weren’t necessarily the typical approach. 

Fendi History – Memorable Fashion Shows

Apart from iconic bags, Fendi hosts some of the most iconic fashion shows of the century. One of the most iconic shows ever was on October 19, 2007, when the fashion house turned the Wall of China into a runway. It featured 88 models on an 88-meter long runway. This was the first time any fashion house would use the wall as a runway, and people said you could see the show even from the moon. Years later, at the Milan fashion week, Fendi presented the fall/winter 14 collections with high-def drones flying around to broadcast a live stream. 

Additionally, the fashion house presented its Fall/Winter 17 collection at the Trevi Fountain in Rome, Italy. This show doubled as a reopening of the fountain as it was closed for restoration. Fendi donated 2 million euros as part of the Fendi for Fountains initiative to ensure the fountain’s restoration.

Fendi’s Most Iconic Bag

Throughout Fendi history, the brand has remained a mark of style and luxury. No brand does luxurious designer bags as Fendi does. Each of their bags offers distinctive features like the tote silhouette and the recognizable narrow shape of the Baguette. To help you decide which of these masterpieces belong in your collection, below are the most iconic bags from Fendi.

Fendi Baguette

This is the most famous Fendi bag available in Fendi history; it is a cultural icon. Silvia Fendi designed this bag in 1997 and named it for its carb counterpart. The bag got its name because the French carry the Baguette effortlessly under their arm like this bag. This bag appeared on Sex and the City and is popular amongst celebrities. Decades later and the Baguette hasn’t lost any of its lusters. The Baguette sold over 100,000 units in its debut year and has had over 1000 variations since. Although there’s a new version each season, there’s a higher demand for the vintage style. As a result, it is even more expensive on resale platforms. This bag is a standard accessory with celebrities like Priyanka Chopra, Gigi, Bella Hadid, and Sarah Jessica Parker.

Fendi Mon Tresor

This translates into ‘my treasure’ and is one of Fendi’s most iconic bags. There have been variations of this bucket bag over the years. Additionally, this bag comes with different leather trims, removable shoulder straps, and a short strap. It comes with a leather drawstring fastening and metal hardware. If you loved the micro bag trend, you would love the mon Tresor. This Fendi bag comes in different sizes, like the mini bag, which offers barely enough space for essentials.


Another iconic bag in Fendi history is the Peekaboo. Peekaboo has been around for over a decade since its runway debut. This handbag got its name from its unorthodox construction. The bag divides in the middle into two distinct halves, and when you push down the front flap, it gives you a peek into the bag’s content. The Peekaboo is smooth and effortlessly elegant. Its design walks a fine line between a casual flair and a clean-cut beauty. This bag is available in different sizes and colors.

Additionally, it offers a handle and a shoulder strap. This bag comes with ample space for your essentials. It also features slip pockets to keep your valuables safe. 

Fendi x Sarah Coleman

Although the fashion industry has seen some unusual collaborations, Fendi and Sarah Coleman’s collaboration is one of the best. The collaboration was to create the Summer Vertigo capsule collection, and it cast the brand in a bright 70s light. In addition to Fendi’s FF iconography, it drew on a palette of candy floss pink and an illuminating yellow. In addition to this, this collection had something for everyone as it came in different sizes and colors.

Fendi Belt Bag

This is another iconic option in Fendi history. Belt bags were once an accessory favored by dads on vacation. However, Fendi transformed it into a stylish accessory that hits the runway and the street. There have been many street-approved looks paired with the Fendi belt bag. This bag comes in oversized and logo-laden versions. It is the best option for minimalists as it provides function without foregoing style. However, minimalists are not the only ones that can enjoy the Fendi Belt Bag. It comes in different colors, and you can wear it cross-body or around the waist.

Fendi Karligraphy

This Fendi Bag makes the list of iconic bags in Fendi history. The Karligraphy is practical and stylish, making it a modern icon. When he died, this bag was a homage to Karli Lagerfeld and was unveiled a few months after his passing. It comes with a boxy construction and a foldover flap fastening. Its gusset design features two compartments and a cardholder on the interior. What people love about this bag is the calligraphic double L logo. It was designed by Lagerfeld in 1981 and contrasted the brand’s usually block typeface. 

Final Thoughts

Fendi is an image of tradition, creativity, and quality. Owned by the Fendi family, the company continues to contribute innovative ideas to the fashion industry. It is a place to go to for all your fashion needs. We also cover the most iconic bags in Fendi history in this article, and we’re sure that Fendi Fashion house will continue to provide iconic bags and impeccable fashion pieces.

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Fendi History Case Study – Everything You Need To Know Fendi is an Italian luxury fashion brand among the industry’s biggest names; keep reading to learn about Fendi history and its best pieces.
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