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Fendi
Fendi is an Italian fashion designer brand
founded in 1925. It's most famous for its selection of shoes and furs.
Fendi boutiques can be found all over the world. In recent years, Fendi
entered the American market with stores in New York, Bal Harbour, and
the Galleria in Houston.
Fendi History
Fendi began in 1918 when Adele Casagrande
opened a leather and fur shop in Via del Plebiscito in central Rome.
When Adele married Edoardo Fendi in 1925, they made a decision to change
the name to Fendi. The business prospered, and a new shop was opened in
Via Piave in 1932. By 1946 Paola, 15, the eldest of the couple's five
daughters, went to work for the firm, followed by her sisters Carla,
Anna, Franca, and Alda.
In 1965 a marriage between the Fendis and German designer Karl Lagerfeld
was sealed, and it proved to be fortuitous for both. Lagerfeld
immediately created the inverted FF logo that joined the growing list of
international status symbols, and then set about, aided and abetted by
the sisters, to revolutionize the treatment of fur.
What had once been a precious but stiff and heavy garment was
transformed into a light, soft, easy-to-wear and above all flattering
outfit. The team went on to invent new ways of working with fur,
tanning, dying, and treating, and took previously unused skins and
turned them into fashionable garments. By 1966 Fendi had presented its
first couture fur collection, designed by Lagerfeld. It was an immediate
success with foreign buyers. Marvin Traub, president of Bloomingdale's,
discovered Fendi's leather goods and introduced them to the United
States. Other outlets soon followed, and today Fendi has a large store
on New York's Fifth Avenue, as well as numerous Fendi boutiques around
the world.
In 1969 Fendi presented its first ready-to-wear fur collection at
Palazzo Pitti in Florence, bringing continuously evolving techniques and
imaginative designs to lower-priced furs without sacrificing quality.
When the sisters couldn't find the fabric clothes they wanted to show
under the furs their ready-to-wear line was born, again to great
success. It wasn't long before the "young" Fendissime line was born,
followed by perfume and other licenses.
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