The illustrious Italian fashion designer brand Fendi which is owned today by Louis Vuitton S.A. group, with its creative director Darius at the helm. The Fendi ‘s trademark is in sofas and women’s clothing.

The story of Fendi is quite chequered and incident packed to say the least. The year of special significance is in narration below to give a glimpse of the Fendi saga.

1918: Fendi’s foundation year of existence  

1926: Adele and Edoardo Fendi, just married , opened a leather and fur shop at Via del Plebiscito. It is period after first world war when the middle class families are trying to find out their foothold and economic stability. In this changing scenario, for the skillful workmanship of the furs and quality of bags became an instant success.

1932: The Fendi’s success story is unfurled with the opening of their second and bigger shop at Via Venato, a residential area that is becoming an important commercial hub at that point of time. The fur workshop got enlarged as the business is growing at a faster rate and the name of Fendi, which was already famous in Rome, became well known out side the periphery of the town . The Italian women who were basically quite fashionable went ga-ga over Fendi products and the brand became synonymous of style and taste of sophistication. 

1946: The second generation of Fendi stepped in the business. Paola, the eldest of the five daughters, joined the company when she was just fifteen. Four other sisters also joined the suite one after the other as and when they completed their graduation in successive years. That was the period when Italy was undergoing reconstruction phase of the postwar era in fifties. The role of women was changing in the new scenario. The five sisters brought in new ideas and infused fresh energy in their business of leather goods and furs. Their mother Adele encouraged them and her tenacity backed up with personality became the guiding force for the five sisters’ on the job training.