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Fendi was established in 1925, when husband and wife Edoardo and Adele Fendi opened a leather and fur boutique with its own in-house workshop on Via del Plebiscito in the center of Rome. With business thriving, Edoardo and Adele expanded with another shop on Via Piave in 1932. In 1946, the couple’s children began to join the family business, starting with the eldest, Paola, going to work at the age of fifteen. Soon followed Carla, Anna, France and Alda.
The biggest move in Fendi's development as a major Italian luxury fashion brand was yet to come: the flagship store. A movie theater on Via Borgognona was about to be torn down and Adele, an active urban preservationist, protested to the owner. The owner replied “Why don’t you buy it, Signora Fendi?” and so she did, providing the perfect space for the fashion house’s flagship. Today, there are five Fendi boutiques on Via Borgognona alone: leather goods, fur, shoes, luggage and ready-to-wear.
Edoardo Fendi and Adele Casagrande found instant success in Rome when they opened their high-quality leather-goods and fur shop in 1925. In 1965, Karl Lagerfeld started designing for the brand and launched its first women’s ready-to-wear collection in 1977. The men’s collection, created by the founders’ granddaughter Silvia Venturini Fendi, followed in 1990. Today, with Silvia Fendi and Lagerfeld still at the helm, Fendi is world-renowned for its innovative ready-to-wear, bags, and shoes, as well as its iconic “FF” logo.