Fendi – Runway – Milan Fashion Week Spring/Summer 2018 Fendi is a fashion label that is pretty much synonymous with luxury. The Italian brand is known for its daring handbags that are made with impeccable precision, not to mention its signature double “F” logo. For almost 100 years, the fashion house has been pushing forward, inspiring its creative minds to do newer, more innovative things, all while keeping the collections inspiring and accessible for their loyal customers.
Still run by the Fendi family, the brand is the same one that saw a young Karl Lagerfeld flourish as artistic director , which brought Fendi to the masses and showed customers how stunning and different certain materials can be. It’s time to rewind and go all the way back to the beginning in 1925, discovering Fendi’s rich Italian history. How and Where Fendi Began
Adele and Edoardo Fendi created the fashion house in Rome in 1925. From its inception, Fendi has been known for its luxury and opulence. The brand began with making leather goods and quickly dove into the fur business — two things Fendi is still known for today. It was also a family business from the beginning, with Adele and Edoardo’s five daughters being heavily involved with everything, whether it was coming up with fresh new ideas or helping sell the designer goods to excited customers, who were looking for elegant pieces to add to their collections.
When Edoardo died in 1946, Adele and her daughters carried on with the business. What was born as a fashion house meant for innovation and beauty has never wavered from that. The Introduction of Karl Lagerfeld
In 1965, Fendi welcomed Karl Lagerfeld to the brand. It was during Lagerfeld’s tenure as creative director, in fact, that the signature double “F” motif was created — which actually stands for Fun Furs, according to LVMH’s brand book — and that idea came from Lagerfeld himself. While these days, many fashion houses, as well as InStyle , do not support the sale of fur, it was a hot commodity at the time. Lagerfeld pushed the brand forward into the fur market, making Fendi one of the most sought-after ateliers for fur goods. Rather than keeping fur simply for fur coats, Lagerfeld opted to use it for accessories, ready-to-wear designs, and anywhere else he could think of, making it more accessible to the brand’s average customer, and giving fur a whole new way of existing.
Lagerfeld also worked closely with the Fendi daughters — who were still heavily involved and influential in the Fendi brand at this point — to continue to innovate the brand’s offerings. The designs became even more creative, and they began to incorporate a lot of color, making Fendi pieces even more unique and desirable. While fur had previously been a high-brow purchase, saved for the truly elite, the creative minds at Fendi were able to take ‘lower-quality’ furs and rework them into something their customers wanted to buy. This allowed them to keep the prices more accessible as well.
Lagerfeld was also responsible for launching Fendi’s ready-to-wear collection in 1977, as well as a line of shoes in 1978. It was also in the 1970s that Fendi rolled out various artisan collections to continuously expand the brand, always keeping the leather goods and furs at the forefront. The Evolution of the Brand
Adele Fendi died in 1978, and with that came a shake-up of the brand. Each of her five daughters took over a piece of the fashion house, with Lagerfeld still at the creative helm. The brand continued to evolve […]