Page 150 - Simply Abu Dhabi Magazine VII

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Background:
In 1925, Edoardo and Adele Fendi opened a small bag
shop with a fur workshop in Rome on Via del
Plebiscito. And so the Fendi story began, made of
entrepreneurship and creativity, craftsmanship and
innovation.
The new commercial activity met with great approval
due to the quality of its products and their
workmanship. After the war, the five sisters, Paola,
Anna, Franca, Carla and Alda, entered the business,
bringing with themnew verve. In 1965 the generational
drive resulted in the collaboration with Karl Lagerfeld,
the versatile interpreter of the Fendi image.
The traditional concept of the fur coat was
revolutionised: from a status symbol it became a
fashion item. The same revolution was also
experienced in the world of bags, designed by Silvia
Venturini Fendi, ever nearer to the needs of the modern
woman.
A success that in the 1980s led to the creation of
women’s and men’s ready-to-wear, shoes, watches,
perfumes, glasses, ties, scarves and home furnishings.
Fendi has been part of the LVMH Group since 2001.
Its products are distributed in over 35 countries around
the world, in over 190 Fendi shops and selected multi-
brand stores.
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FENDI emerged as a brand
renowned for its elegance,
craftmanship, innovation and style.
Today FENDI is synonymous with
tradition, experimentation and
creativity.