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FENDI: The Roman House That Redefined Luxury
- 17 mar
- 4 min de lectura
From a small fur atelier in Rome to a global symbol of innovation, craftsmanship and cultural relevance
Few fashion houses embody the idea of heritage and reinvention as seamlessly as Fendi. Founded in Rome nearly a century ago, Fendi has evolved from a family-run leather goods shop into one of the most influential luxury brands in the world.
Its story is one of craftsmanship, bold creativity and — perhaps most importantly — an ability to constantly adapt without losing its identity.
The Beginning: Rome, 1925
Fendi was founded in 1925 by Adele Casagrande and Edoardo Fendi in Rome.
What began as a small boutique specializing in fur and leather quickly gained a reputation for exceptional quality and refined craftsmanship. At the time, fur was considered one of the highest expressions of luxury, and Fendi approached it with a level of artistry that set the brand apart.
As the business grew, the couple’s five daughters — Paola, Anna, Franca, Carla and Alda — joined the company, turning Fendi into a true family empire.
The Karl Lagerfeld Era: Reinventing Luxury
Everything changed in 1965, when the Fendi sisters made one of the most important decisions in fashion history: they hired Karl Lagerfeld as creative director.
At the time, fur was seen as heavy, traditional and conservative. Lagerfeld completely reimagined it.
He introduced:
lighter, more fluid techniques
unexpected cuts and treatments
playful, modern silhouettes
And perhaps most famously, he created the iconic double “F” logo, meaning “Fun Fur” — a bold statement that perfectly captured the new spirit of the brand.
Lagerfeld’s collaboration with Fendi would last over 50 years, becoming one of the longest and most influential partnerships in fashion history.
The Baguette: The Bag That Changed Everything
In 1997, Silvia Venturini Fendi introduced what would become one of the most iconic accessories ever created: the Fendi Baguette.
Named after the way it is carried — tucked under the arm like a French baguette, the bag revolutionized the concept of the “It Bag.”
Unlike traditional luxury bags, the Baguette was:
compact
playful
constantly reinvented
With hundreds of variations in materials, colors and embellishments, it became a cultural phenomenon.
Its status was cemented when it appeared in the series Sex and the City, turning it into a global must-have almost overnight. And now it returns stronger in "Emily in Paris".
Runway Spectacle: When Fashion Becomes Experience
Fendi has never been afraid to push boundaries when it comes to runway presentations.
One of its most unforgettable moments took place in 2007, when the brand staged a fashion show on the Great Wall of China — the first luxury house ever to do so.
Another iconic show was the 2016 haute fourrure presentation at the Trevi Fountain in Rome, where models appeared to walk on water, blending fashion, architecture and cinematic beauty into a single breathtaking moment.
These shows are not just presentations — they are statements of identity, heritage and ambition.
Craftsmanship as Identity
At the heart of Fendi lies an obsession with craftsmanship.
From intricate leatherwork to innovative material treatments, the brand continues to push technical boundaries while honoring traditional techniques.
The creation of a single Fendi piece often involves:
hours of handwork
experimental processes
a deep understanding of materials
This balance between tradition and innovation is what keeps Fendi relevant across generations.
The Modern Era: Reinvention After Lagerfeld
Following the passing of Karl Lagerfeld in 2019, Fendi entered a new chapter.
Under the creative direction of Kim Jones (for womenswear) and Silvia Venturini Fendi (for accessories and menswear), the house has embraced a more contemporary and fluid vision of luxury.
Kim Jones has brought:
a softer, more romantic aesthetic
strong connections to art and culture
collaborations that bridge fashion with modern identity
Fendi and the Power of Cultural Ambassadors
In recent years, Fendi has strategically aligned itself with global ambassadors who reflect its evolving identity.
One of the most notable figures is Bang Chan from Stray Kids, whose role goes beyond traditional endorsement. His presence connects Fendi with a younger, global audience deeply engaged with fashion and culture.
Other key ambassadors include:
Song Hye-kyo
Lee Min-ho
These collaborations highlight a broader industry shift: luxury brands are no longer just selling products, they are building cultural narratives.
Fashion Meets Music: A New Era of Collaboration
Music, Identity and Fendi’s Centenary
As part of its 100th anniversary celebrations, Fendi expanded its creative universe beyond fashion through a unique collaboration with its ambassador Bang Chan. The artist developed a music project inspired by the house — most notably the track “Roman Empire”, where Fendi’s visual language becomes part of the narrative itself.
What makes this collaboration especially interesting is how it subtly connects to one of the brand’s most iconic creations: the Peekaboo bag. The concept of revealing and concealing — central to the bag’s design — is echoed in the song’s storytelling, even referenced directly through the use of the word “peekaboo” in one of its lines
Why Fendi?
Nearly 100 years after its founding, Fendi remains one of the most dynamic luxury houses in the world.
Its strength lies in its ability to balance:
Roman heritage
technical innovation
cultural relevance
From the Baguette bag to runway spectacles and global ambassadors, Fendi continues to evolve while staying true to its roots.
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