Fendi is being mocked online by shoppers who claim their new fur-lined scarf which cost, £750 resembles something dodgy. See reactions shared on twitter below. Fendi (Italian pronunciation, is an Italian luxury fashion house producing fur, ready-to-wear, leather goods, shoes, fragrances, eyewear, timepieces and accessories.
Founded in 1925 in Rome, Fendi is renowned for its fur and fur accessories. Fendi is also well known for its leather goods such as “Baguette”, 2jours, Peekaboo or Pequin handbags.The house of Fendi was launched in 1925 by Adele and Edoardo Fendi as a fur and leather shop in Via del Plebiscito, Rome.
Since 1946, the five second generation sisters (Paola, Anna, Franca, Carla and Alda) joined the company. Karl Lagerfeld joined Fendi in 1965 and became the Creative Director for Fur and also for Women Ready-to-Wear (launched in 1977).
Silvia Venturini Fendi, daughter of Anna, joined in 1994 and is the Creative Director for Accessories and Men’s lines. Since 2001, Fendi became a multinational luxury fashion brand and member of LVMH group.
In 2014, Fendi started making plans to use drones to show its catwalk fashions. In 2015, Fendi funded the restoration of the Trevi Fountain in Rome, and held the company’s 90th anniversary show over the fountain using a plexiglas floor.
Fendi signed a partnership with the Galleria Borghese to support the museum’s exhibitions for the following three years. In 2017, Fendi released a customization shop in collaboration with e-commerce platform Farfetch for made-to-order handbag designs.
Not everyone knows the long history of Fendi, a tale that begins in the first half of the last century based on a fine craftwork tradition. In 1925 Adele Fendi and her husband Eduardo opened a small shop for leather goods and furs in Rome on Via del Plebiscito.
It was only after the death of Edoardo in 1946 that their five children took over, each specialising in a particular sector: furs, leatherwear, but also public relations and sales, bringing the family business to a higher level.
Paola, Anna, Franca, Carla and Alda are the five Fendi sisters. Each has the family business at heart and is committed to finding support from emerging stylists.In the ’sixties, the very young Karl Lagerfeld became a member of the House’s creative team and began a series of studies on particular leather processing techniques.
In the ’eighties, the name already belonged to that exclusive circle of major luxury brands Made in Italy, above all thanks to furs.
It was at this very time that the Fendi logo was born, forming a double F, used to create a textile for lining suitcases, an idea that was Karl Lagerfeld’s very own. The ’nineties saw a crescendo in business, focusing increasingly on material quality and finishing and emphasising the tradition underlying the leather goods of Alda Fendi.