Fendi Fendi

Founded by Adele and Edoardo Fendi in 1925, the eponymous Rome-based House immediately won great acclaim and became famous outside the capital city.

Creation date: 1925
CEO: Pietro Beccari
Head office: Via Flaminia 968, Rome - Italy
Website: www.fendi.com


The Fendi adventure began on Via del Plebiscito, a busy street whose location in the heart of Rome made it a main thoroughfare used by the transalpine aristocracy. Adele and Edoardo Fendi opened a small and medium leather goods shop and set up what was then a secret fur workshop. Success came quickly and was confirmed when their five daughters, Paola, Anna, Franca, Carla and Alda, decided to get involved in the family business bringing new energy and ideas. Nicknamed the five fingers of the hand, it was they who, in 1965, invited a young German designer to join the House. His name: Karl Lagerfeld! After revolutionizing how to wear fur by fully reinterpreting it, transforming it into a fashionable, soft, light item of clothing, he launched the House’s ready-to-wear collection in 1977. He still provides artistic direction alongside Silvia Venturini Fendi, who represents the third generation of the family and is in charge of accessories, menswear and kidswear. Forever associated with the Fendi image, the legendary Baguette bag and the timeless Peekaboo have helped to shape the House’s influence. It is a reputation that even went beyond the borders of the Earth when Fendi put on a fashion show atop the Great Wall of China on October 19, 2007, making this breathtaking event the first show visible from the Moon!

Fendi first boutique in via del Plebiscito, Rome © Courtesy of Fendi


A House specialty since it was founded in 1925, working with fur is a part of Fendi's historic range of expression, being the only brand to have an inhouse fur atelier. From a social status symbol to a fashion phenomenon, this elegant staple changed under the successive guidance of Adele and Edoardo's five daughters and Karl Lagerfeld since 1965.

Sketch by Karl Lagerfeld for Fendi Fall-Winter 2013 -14 Collection © Courtesy of Fendi


Pietro Beccari, CEO of Fendi © Courtesy of Fendi

” At Fendi we go beyond creating excellent products; it’s the singular experience we provide that sets us apart. Luxury is something able to transmit emotions and create a special moment, memory for life. “


Launched in 2003 as a premium service for the Selleria collection, a line made ​​entirely by hand, the Fendi made-to-order service is now available for a selection of leather goods such as the iconic Baguette and Peekaboo bags. This unique service gives the House’s loyal customers the chance to fully customize their bags, and so translate the brand’s stylistic vocabulary into an infinite variety of forms. Once the choices are made from over 1.000 possibilities among colors and materials, the Fendi craftsmen get down to work. Paying particular attention to the quality of the materials, assembly by hand can begin. Each intervention is confidently and meticulously performed until the final result is reached, a happy convergence between Fendi’s savoir-faire and the future owner’s creativity.

Fendi Peekaboo bag making of © Courtesy of Fendi


The Fendi boutique concept has evolved as the House too has progressed. As it prepares to celebrate 90 years in business, the network of stores is changing to accentuate and celebrate the heritage and contemporaneity of the Rome-based brand. Each of these prestigious boutiques on the world’s most beautiful streets contains a wall of baguette bags with some 40,000 bronze spikes. A spectacular installation to showcase the first it-bag in the world, which was created by Silvia Venturini Fendi in 1997 and remains as iconic today.

Key figures

  • 5 drones captured the silhouettes of the Fall/Winter 2014-15 fashion show: A world first!
  • 1,000 versions of the Baguette handbag produced since 1997
  • 200 hours of work are necessary to create a fur in the dedicated in-house workshop