Fendi celebrates 90 years of fashion, family and Italy!

1988

For the first time in its history, Harrods, London, dedicates all its 26 windows to a fashion brand.

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2007

The Spring/Summer 2008 show takes place on the Great Wall of China—the first show visible from the moon. 

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2013

Fendi for Fountains is announced: a project aimed at preserving Rome’s heritage with the restoration of the city’s most iconic fountains, beginning with the Trevi Fountain.

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2009

The Peekaboo bag, designed by Silvia Venturini Fendi, debuts on the Spring/Summer 2009 catwalk.  

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1965

The Fendi sisters bring an up-and-coming Karl Lagerfeld into the company. He designs the new logo as a double FF meaning ‘Fun Fur’ and revolutionises the concept of fur. 

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1983

Karl Lagerfeld and the Fendi sisters create the Pequin—a striped brown pattern.

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2015

In honour of the 50-year collaboration with Karl Lagerfeld—the longest in history between a fashion house and a designer—Fendi stages its first-ever Haute Fourrure show in Paris as its first step towards Haute Couture.

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1997

Silvia Venturini Fendi creates the Baguette bag—a new size and shape to be worn under the arm as the French do with bread. Within a few months it becomes a worldwide success, representing a revolution in the bag world.  

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1926

Their first boutique—a handbag shop and fur workshop—opens on Via del Plebiscito, Rome.

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1992

The daughter of Anna Fendi, Silvia Venturini Fendi, joins the company and seconds Karl Lagerfeld in the creative direction.

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1932

The Selleria bags are unveiled, characterised by handmade crafting techniques inherited from Roman saddlers. 

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Who knew when Edoardo Fendi and Adele Casagrande opened a small fur and bag boutique on Via del Plebiscito, Rome, that it would turn into a fashion empire, spanning over 90 years and name-checked by everyone from Carrie Bradshaw to Nicki Minaj? The Italian house’s epic journey includes Kaiser Karl, some pretty iconic bags (Baguette, Peekaboo, Spy) designed by Silva Venturini Fendi, strong family ties and a never-ending love affair with its birthplace, Rome. 

To celebrate the illustrious milestone and their constant source of inspiration, the city of Rome, they’ve packed in tonnes of archival imagery, illustrations and stories in a sleek boxed book, Fendi Roma, published by Assouline. What’s more, Fendi will host its second Haute Fourrure show in the Eternal City later this month. “A Haute Fourrure show in Rome is the best way to celebrate, as it expresses our roots and DNA while transmitting daring creativity and craftsmanship in furs. Rome is a magical city and it represents Fendi’s values, traditions and historic patronage while looking towards the future,” says Pietro Beccari, chairman and CEO of Fendi. Prep for the big celebration by speed-reading through the landmarks of the maison’s history. (Fendi Roma will be available on Assouline.com in September.)

Here's looking back at 90 years of fashion, family and Italy:

1925

Edoardo Fendi and Adele Casagrande start Fendi in Rome, Italy.

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2016

To celebrate its 90th anniversary, Fendi will stage its second Haute Fourrure show and publish Fendi Roma—a book that unfolds the long journey of the fashion house. 

You may also want to read: See designer Malini Ramani, Savio Jon and James Ferreira's entire fashion journey

1946-58

Edoardo and Adele’s five daughters—Paola, Anna, Franca, Carla, and Alda—join Fendi, at a time when working women are a rarity. 

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1977

The debut ready-to-wear collection is presented through a short movie, Histoire d’Eau; considered to be the first fashion film ever. 

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1933

Pergamena, a richly textured material is launched, which marks the origin of their trademark yellow colour. 

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