House of Fendi

If it's Fur it must be Fendi!!! The name has been and will always be synonymous with high quality fur fashions. It all started way back in 1918 when fur and leather goods seller Adele Casagrande opened her small shop in Rome. Married to Edoardo Fendi in 1925 she adopted her husband's surname as the brand name of her store and merchandise. As the business became successful the couple opened their second shop in Rome in 1938. By this time Fendi furs were becoming very popular and its list of rich and private clientele just keeps on growing.

In the mid 1950's after the passing of her husband, Adele's five daughters helped in the family's ever-growing business. Paola handled the design and furs, Anna the leather goods, Franca the customer relations, Carla the business coordination, and Alda headed up the sales department. The team of the Fendi sisters and the acumen of their mother slowly but surely catapulted the brand into the international scene as Fendi slowly inched its way to haute couture level. As things would have it, 1965 saw Karl Lagerfeld joining the Fendi company, he re-designed its logo showing the inverted double F. Lagerfeld and the Fendis innovated and improvised fur - its treatment, tanning and dyeing, producing lighter and softer furs, experimented on hides and made lighter and fitted coats for women. The company also concentrated on making their leather and luxury accessories, a merchandise to contend with.

The House of Fendi also branched out on women's wear as they would like the Fendi woman to be wearing a matching Fendi dress underneath her Fendi fur, I would say this is a clever move. Today the House of Fendi is one of the most famous and respected high-fashion brand around the world. The head of the house is Maria Silvia Venturini Fendi, daughter of Anna Fendi and grandaughter of Adele and the chief designer is German designer Karl Lagerfeld. Labels: Fendi, Fendissime, Fendi Casa and fragrance lines for men and women. If it's Fashion it must be Fendi!!!

Photo Credit: Fendi Womenswear Milan
Photo Courtesy: Human Design
Photo Link: http://www.flickr.com/photos/todays_creative_design/