The history of a brand #1: FENDI

"You are like the 5 fingers of a hand" is what Adele Casagrande Fendi used to tell her 5 daughters Paola, Anna, Franca, Carla, and Alda.

It's 1918, Rome, Italy.

Adele Casagrandi, already married to the 7 years younger Edoardo Fendi against the will of her family, decides with her husband to pursue another of her dreams: to open up a fur coat and leather laboratory.

The couple was working day and night in the small "bottega" at the back of their house, and the 5 young daughters were learning and helping build from nothing what very soon became a worldwide success.

A few years later, in 1925 the laboratory has become very well known amongst the Roman elite as well as the rich tourists visiting the "eternal city", all impressed by the quality of goods and manufacturing: the same year the first Fendi boutique opens up in the center of Rome, via del Plebiscito.

In 1946 after the war, the 5 Fendi sisters take over the business from their parents, and with their harmony in dividing roles, they lead it to extraordinary success, especially after hiring a young visionary designer named Karl Lagerfeld in 1965.

Thanks to Lagerfeld, the first pret-a-porter collections start to be released along to the fur-coats and leather traditional manufacturing sold in the boutique; also the famous Fendi logo used until now only for covering the interior of the bags becomes the protagonist and trademark printed all over their products. 

The rest is written in history, an history made of women empowerment, hard work, and resilience.

The citizens of Rome can now be very proud and thankful to the Fendi family which helped in many occasions their town with multiple donations, restoration of monuments, and with their brand trying to always keep alive the greatness of a city that once was the capital of world's greatest empire.



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