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The beginning of the Fendi fashion label dates back to 1925, when Adele Casagrande opened a small leathergoods boutique on Via Del Plebiscito in Rome, Italy. The boutique became successful due in part to the quality of their bags, and lavish furs.

When Adele married Edoardo Fendi in 1925, the couple change the name of the boutique to Fendi. Another boutique was opened in 1932 and Fendi became well known all over Rome because of it's stylish fashions and handbags.

By 1946, their first daughter, Paola, began working for Fendi and in time, her four sisters, Carla, Anna, Franca, and Alda began working there, too. Together, the Fendi sisters started looking for fresh, new ideas that women would like and want to wear in fur and leather products.

The Fendi name became synonomous with high quality and women all over Italy started buying Fendi products. By 1965, the Findi name and it's products had become a popular all over Europe.

In 1965, Karl Lagerfield, a German designer, came to the company and with a brilliance in fashion design, he enhanced the Fendi line of fur and leather wear by turning them from hard and stiff to a collection that was elegant, soft and easy to wear. Lagerfield designed and introduced the first Fendi couture fur collection that gaind immediate success.

By 1968, Fendi had become a worldwide phenomenon and Fendi bags started appearing in the United States and Japan. Fendi launched it's first line of ready-to-wear furs in 1969 that caught the attention of American retailers.

Another Fendi collection was released in 1970 and became an instant success because it was designed to complement any woman's fashion image. By the 1980's, Fendi has gained a reputation in America as a fashion house with class and integrity.

The mid 1980's was a successful period for Fendi. It launched it's sunglasses and jeans collections in 1984 and it's first women's fragrances in 1985. In 1987, Fendi launched Fendissme, a collection that included sportswear and accessories for younger people.

In 1989, Fendi launched it's first men's fragrance, called Fendi Uomo, and opened it first flagship store in New York City.

The Fendi company launched it first men's clothing line in 1990 that included accessories that could be used on a daily basis.

Carla Fendi took over the company as it's president in 1994, when sister Paola stepped down. In 1997, Fendi launced it's famous Baguette bag which was a instant hit because of it's elegance and style. The Baguette bag is considered by many to be a collectors item.

The Fendi sisters sold their shares of the company to LVMH and Prada for an estimated $850 million in 1999.

In 2007, Fendi staged a fashion runway show on the Great Wall of China that include 88 international models and celebrities.

In 2008, The Luxury Institute of New York named the Baguette by Fendi, one of the top 12 designer handbags.

Fendi purses are categorized in three different, distinct style groups.

  • The Classic line features the tasteful Selleria Mini Linda Bag is made of mettalic pewter Selleria leather.The Fendi Selleria Bucket Bag offers style and function, and has a metal limited edition Fendi plaque on the inside with it's own unique seriel number.
  • The Selleria line features the Selleria Leather Sporty Bag, and the Selleria Leather Shopper Bag.
  • The Fall line includes the Fendi Bag It Rabbit Fur Satchel, The Fendi Shearling XXV Medium Boston Purse, The Fendi Embroidered Zucca Baguette, and the Fendi Sweet Tube Small Bag.

Fendi has several different collections that include Fendi Timepieces, which is a line of watches, features swiss movements, and Fendi Casa, which offers a wide variety of home furnishings that includes sofas, chairs, day-beds and consoles.


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