Fendi

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Fendi S.r.l.
Type Subsidiary of public company
Founded 1918 (Rome)
Founder Adele Casagrande
Headquarters Rome, Italy
No. of locations 117 stores worldwide (2005)
Industry Fashion
Products Leather and other luxury goods
Profit Loss of €35m (estimate for 2005)
Owner LVMH
Website www.fendi.com
Fendi boutique in The Landmark, Hong Kong
Fendi boutique in The Landmark, Hong Kong
Fendi in Kobe, Japan
Fendi in Kobe, Japan

Fendi is an Italian fashion house best known for its "baguette" handbags. It started in 1918[1] as a fur and leather shop in Rome, but today is a multinational luxury goods brand owned by LVMH. Karl Lagerfeld is the creative director.

Contents

[edit] History

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 time each of the daughters would inherit 20% of the company.[1]

In 1962 the Fendis signed up German designer Karl Lagerfeld.[1] 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.

Marvin Traub, president of Bloomingdale's, discovered Fendi's leather goods and introduced them to the United States. Other outlets soon followed, and today Fendi is largely represented through high-end department stores.

In 1969 Fendi presented its first ready-to-wear fur collection at Palazzo Pitti in Florence, bringing continuously evolving techniques and imaginative designs to lower-priced furs without sacrificing quality. When the sisters could not find the fabric clothes they wanted to show under the furs their ready-to-wear line was born, again to great success. In 1999 the sisters sold out to LVMH and Prada for an estimated US$850m[1], trumping a bid from Gucci of a rumoured US$700m. LVMH have since bought out Prada and are investing heavily in the brand, expanding the network of boutiques to 117 as of 2005.

[edit] The Double F Symbol

Commonly referred to as the "Zucca" print in its original form and "Zucchino" in its smaller style, Fendi's iconic "double F" logo pattern was first designed by Karl Lagerfeld in the 1960s. It has been used on a variety of Fendi products, including handbags, wallets, luggage, shoes, and apparel. Kanye West once appeared at a party with the logo shaved into his head.

[edit] Counterfeiting

In June of 2006, Wal-Mart was accused of selling fakes in its membership-only Sam's Club stores. The suit filed by Fendi in June of 2006 against Wal-Mart was settled in June 2007 when Walmart agreed to pay Fendi an undisclosed sum in exchange for Fendi's dismissal of the case.

[edit] In popular culture

Elizabeth Hurley wore a red Fendi coat in the 2000 film Bedazzled, costaring Brendan Fraser.

[edit] Fendi lines

The company's accessories are now found on the arm of many stars and signature bags such as the Spy, buckled B-bag, and embellished bucket bag are often in high demand sometimes creating long waiting lists.

[edit] Fendissime

This "young" line (akin to Prada's Miu Miu line) was formed by Karl Lagerfeld in 1962 in cooperation with input from the five daughters.

[edit] Fendi Casa

Fendi's newest brand offering a wide variety of home furnishings. Furniture, sofas, armchairs, poufs, chaise-longues, consoles, day-beds: items of everyday life seen, interpreted, and lived with the typical Fendi style and culture. Above all this there is one common denominator: the home seen once more as the heart of a lifestyle, small pieces of furniture acting as a support for the most immediate and practical needs and more significant pieces to be personalised according to the taste. Great attention is paid to the past while tending towards the future, with considerable concern for evolution in modern design, which is interpreted, enjoyed and shared in the spirit of today’s culture. And so we find objects for the home distinguished first of all – as is the entire creation of Fendi - for their fine quality: great care and attention in the choice of fabrics and their combinations, and in the 'mix' of materials which creates new forms. All this together with the craftsmanship and attention to detail, the careful working and hand finishing, the personality which is an integral part of Fendi style. And last but not least, that creativity and imaginativeness which come from research and experiment, a mood which extends from fashion to design through the creation of personalised and personalising objects.

[edit] Furs

Fendi's internationally renowned line of fur helps to differentiate the brand from its competitors as one of the few designers with a full range of fur offerings. Naomi Campbell was fired from her position as a People for the Ethical Treatment of Animals spokesperson in 1997 for wearing fur at a Fendi fashion show.

[edit] Prêt-à-Porter

This includes all of Fendi's clothing sold off-the-rack at department stores such as Saks Fifth Avenue and Neiman Marcus.

[edit] Fragrances

Fendi launched its first perfume, Fendi for Women, in 1985. The line has been expanded to Theorema Uomo and Fendi Uomo (for men) and Celebration and Fantasia (for women).

[edit] Eyewear

Fendi's eyewear line currently includes prescription eyeglasses and sunglasses in addition to non-prescription sunglasses.

[edit] Timepieces

Fendi currently licenses out their name for their watches, which feature Swiss movements.

[edit] Writing Instruments

Fendi licensed their name and logo to Cross Pens in 1989 but by 2000 this deal appeared to have lapsed.

[edit] North American Fendi Boutiques

[edit] Notes and references

  1. ^ a b c d Menkes, Suzy, written at Paris, “Prada and LVMH Join Forces to Buy Italian Fashion House Fendi”, International Herald Tribune, 1999-10-13, <http://www.iht.com/articles/1999/10/13/fendi.2.t.php>. Retrieved on 27 April 2008 

[edit] Further reading

  • Harpers Bazaar Interview with Fendi designer Silvia Venturini
  • [1] Fendi in Vogue's Style.com Designer Directory

[edit] External links

Official Homepage www.fashion-forum.org Fendi - History Big Fendi Fan