In 2025, FENDI reaches a historic milestone: a century of existence and evolution – 100 years of capturing Italian style through every stitch and seam, elevating craftsmanship into timeless icons. Born in the eternal city of Rome – where every heartbeat echoes with the legacy of endurance – FENDI is more than just a fashion brand; it is an empire of aesthetics, a living manifesto of beauty that transcends time.
Rome – Birthplace of legends
In 1925, in the heart of the capital of ancient Roman civilization, Adele and Edoardo Fendi opened their first shop on Via del Plebiscito, specializing in leather goods and furs. It was not just a store; it was a creative laboratory, where human craftsmanship blended with Roman tradition to create products that embodied the soul of Italy.
The Cuoio Romano leather, FENDI’s signature soft leather, not only impresses with its classic beauty but is also regarded as a symbol of durability and refinement. The Pergamena material, created in 1933, became an unmistakable hallmark, beloved worldwide for its elegant appearance and exceptional durability. In 1932, the first workshop was established, marking the beginning of the renowned Selleria collection, which uses ancient Roman hand-stitching techniques – each stitch like a thread of memory passed down through generations.
Family legacy: Power from love and companionship
Stepping into the 1940s, the five daughters of the Fendi family carried on their parents’ dream, opening a new chapter in the brand’s history. They didn’t merely inherit a legacy – they infused FENDI with a youthful, daring spirit, beginning with collections that embodied the zeitgeist: Amore (1950), a lyrical ode to femininity, and the X-Ray bag – an innovative piece that pioneered the fusion of classic aesthetics with modern technology.
The second generation of the Fendi family not only upheld the Roman artisanal spirit but also shaped FENDI into a true creative dynasty: united, bold, and driven by an insatiable desire to reach new heights. From that very foundation, the brand gradually expanded beyond the borders of Italy, capturing the hearts of fashion lovers around the world.
Karl Lagerfeld: Architect of an aesthetic revolution
In 1965, Karl Lagerfeld joined FENDI as the creative director of the fur division. With his boundless imagination, he transformed materials once considered traditional into groundbreaking, iconic designs. The legendary “FF” logo – short for “Fun Furs” – was born as a bold statement: fur was no longer just for warmth, but a medium for visual artistry.
Under Lagerfeld’s reign, FENDI became a place where classical aesthetics were reimagined through a contemporary lens. During the 1980s and 1990s, the brand saw major expansion – into menswear, fragrances, eyewear, and accessories – each product infused with Roman soul in a modern form. In 1992, Silvia Venturini Fendi, Adele’s granddaughter, took over the accessories design department. In 1997, the legendary Baguette bag was born, quickly becoming the ultimate It Bag for fashion icons – from Carrie Bradshaw of Sex and the City to Paris Hilton. With over 1,000 versions, the Baguette is more than a handbag – it’s a piece of pop culture history.
Legacy in the new era: Make the world your runway
Stepping into the 21st century, FENDI not only preserved its artisanal identity but also became a symbol of cultural, technical, and emotional convergence. The 2016 show atop the iconic Fontana di Trevi – where models strutted across a transparent runway floating above crystal-clear waters – stood as a breathtaking testament to FENDI’s artistic stature: a place where Roman heritage doesn’t rest in the past, but lives on and ascends to new heights.
Delfina Delettrez Fendi – the fourth-generation heir – now serves as the creative director of FENDI’s jewelry line, bringing forth sharp, surrealist-inspired designs. Today, FENDI is a fusion of the softness of the past and the structure of the future, blending the poetic soul of Rome with a global heartbeat.
In 2024, FENDI officially arrived in Vietnam, marking a deeper presence in Southeast Asia – a region increasingly valuing craftsmanship, uniqueness, and sustainability.
n and innovation, where every bag, stitch, and material tells a story. It stands as a beacon of style – shining from the heart of Rome to every corner of the world, from the fashion capital of Paris to the rising young cities across Asia. In a world that changes by the day, FENDI remains steadfast in its core values: “Made in Italy – Crafted by Time”. This is fashion that doesn’t follow trends – it sets them. Fashion that doesn’t merely serve beauty – but becomes part of civilization’s heritage.
Rose | Cameron Truong
