From Rome With Love: How It All Began
Before FENDI became synonymous with high fashion and fur, it was a love story. The year was 1925. Rome’s cobblestoned streets echoed with church bells and creative whispers when Adele Casagrande and Edoardo Fendi opened a small leather and fur boutique on Via del Plebiscito.
Their first logo? A squirrel inspired by a gift Edoardo gave Adele, calling her “as busy as one.” What began as a humble atelier soon evolved into a symbol of Italian craftsmanship and romance, as the couple’s shared vision and artistry intertwined to birth what would become one of the world’s most iconic luxury houses.
“FENDI was built on love for craft, for Rome, and for the art of creating something timeless.” – Silvia Venturini Fendi
The Atelier That Became an Empire
While the Roaring Twenties were ruled by jazz and rebellion, Adele saw beauty in tradition. Her obsession with texture and detail transformed fur from a cold-weather essential into wearable art.
By the 1970s, the FENDI atelier was a hub of creative experimentation. Designs like the Astuccio mink cape and Colour Pequin bomber jacket became blueprints for modern luxury daring, bold, and always ahead of their time.
Then came 1965 the turning point. Karl Lagerfeld joined the Maison, marking the start of a revolutionary era. He introduced ready-to-wear, eyewear, couture, and the now-legendary FF logo, short for Fun Furs. The emblem became a global status symbol and a visual signature of FENDI’s fearless creativity.
From Fun Furs to Fashion Icons
Under the guidance of Adele and Edoardo’s five daughters Paola, Anna, Franca, Carla, and Alda FENDI blossomed into a family-run fashion dynasty. The sisters’ united vision carried their parents’ artisanal values into the modern age, shaping a brand that merged innovation with intimacy.
When Silvia Venturini Fendi, granddaughter of Adele, joined in 1992 alongside Lagerfeld, a new chapter unfolded. Together, they introduced two of the most coveted bags in fashion history:
- 👜 The Baguette (1997) – The first “It Bag,” immortalized by Sex and the City’s Carrie Bradshaw.
- 🎒 The Peekaboo (2008) – A modern classic celebrating understated luxury.
These designs didn’t just redefine accessories; they defined eras.
The House That Built Cultural Moments
Beyond bags and fur, FENDI expanded its empire into home design (FENDI Casa), fragrance, jewellery, and couture all while staging some of fashion’s most unforgettable spectacles.
Iconic moments that shaped fashion history:
- 🎻 1996 Tokyo Runway: Featuring a live orchestra led by José Carreras.
- 🧱 2007: The first-ever fashion show on the Great Wall of China.
- 💦 2016 Trevi Fountain Show: Models walked on water for FENDI’s 90th anniversary a love letter to Rome.
Each event cemented the Maison’s reputation as a pioneer of fashion theatre, where craftsmanship meets imagination.
100 Years Later: The Celebration of a Century
As FENDI turns 100 in 2025, the House is looking both backward and forward. The Maison’s anniversary collection reimagines ten archival pieces from furs to handbags each representing a decade of evolution, artistry, and daring design.
Across global cities like Seoul, Suzhou, Miami, and Rome, the World of FENDI 2025 Tour is bringing fans behind the scenes of the brand’s savoir-faire. Expect immersive showcases of fur artistry, leather craftsmanship, and fine jewellery that tell a century’s worth of stories in one experience.
Each boutique also unveils a golden ribbon window installation, symbolizing the act of unwrapping the next 100 years of creativity.
The Spirit of the Squirrel Lives On
What started with Adele’s industrious “squirrel spirit” has evolved into a global legacy of innovation and elegance. From its Roman roots to the digital age, FENDI continues to weave love and artistry into everything it touches.
As the Maison enters its next century, one thing remains unchanged its devotion to craftsmanship, courage, and family.
Because legends like FENDI don’t fade they evolve.
