Fendi is an Italian luxury fashion house producing fur, ready-to-wear, leather goods, shoes, fragrances, eyewear, timepieces and accessories. Established in 1925 in Rome, Italy, by Adele and Edoardo Fendi.

Initially, Fendi began as a small fur and leather shop, offering finely crafted products made from premium materials. The brand quickly gained recognition for its exceptional craftsmanship and attention to detail, attracting a discerning clientele. In the 1940s, Adele and Edoardo's five daughters joined the business, further contributing to its success and growth.

In the 1960s, Fendi entered a new era with the appointment of Karl Lagerfeld as creative director. Lagerfeld's creative genius and innovative vision revolutionized the brand, pushing it to new heights. He introduced the iconic "FF" logo, which stands for "Fun Fur" and became a symbol of Fendi's luxurious aesthetic. Lagerfeld's ability to combine fur with other materials and create daring designs brought Fendi into the international spotlight.

Under Lagerfeld's direction, Fendi expanded its product offerings beyond fur and leather goods. The brand ventured into ready-to-wear, accessories, and fragrance, further solidifying its position as a leading luxury fashion house. Fendi's distinctive designs, characterized by expert craftsmanship, rich textures, and playful details, garnered a dedicated following and became synonymous with Italian glamour.

One of Fendi's most notable contributions to the fashion world is the Baguette bag, introduced in 1997. The small, rectangular shoulder bag with a short strap became a sensation and a symbol of luxury and status. The Baguette bag's versatility, exquisite materials, and intricate embellishments cemented its place as an iconic accessory and a staple in the wardrobes of fashion enthusiasts.

In 2001, Fendi became part of the LVMH luxury conglomerate, which provided further resources and support for the brand's global expansion. The collaboration between Fendi and LVMH led to the brand's increased presence in international markets and the opening of flagship stores in key fashion capitals worldwide.

When the late Karl Lagerfeld sadly passed, the brand's legacy and creative direction continued under the guidance of Silvia Venturini Fendi, one of Adele and Edoardo's grandchildren. Silvia Venturini Fendi, who had been involved in the brand since the 1980s, took on the role of creative director for accessories and menswear, ensuring a seamless transition and the preservation of Fendi's distinctive DNA.

In 2019, another significant change occurred when Kim Jones was appointed artistic director of womenswear at Fendi. Jones, known for his innovative designs and ability to merge streetwear with luxury fashion, injected a fresh energy into the brand while maintaining its elegance and heritage. His vision brought a modern and youthful perspective to Fendi's womenswear collections.

Today, Fendi continues to captivate the fashion world with its impeccable craftsmanship, luxurious materials, and timeless designs. The brand's offerings span from ready-to-wear and accessories to fragrances and home decor. Fendi's ability to seamlessly blend tradition with innovation has solidified its position as a leading luxury fashion brand, representing the epitome of Italian craftsmanship and style.