The Fendi products having consolidated their position in the market , the successive period of golden era continued as described in the following lines –

1964: Fendi could curve a niche as a name to reckon with in Italy. The family opened the first of the several future shops on Via Borgognona which was a small street crowded with craftsman. In due course important names opened up shops on the street as well. Anna Fendi created an association of merchants
( Associazione di via borgognona) of which she became the President whose objective was to preserve the characteristic aspect of the street . For many years and even now, the street is one of the most elegant street in the city.

1965: This was the golden lettered year for Fendi. A young designer Karl Langerfed started working with Fendi. He had already earned a name for himself and the double FF Logo created by him for the company became a symbol of style. He could very easily interpret the desires and time to time suggestions of the Fendi sisters, to create a totally new concept of fur designing. What used to be a precious, stiff and heavy coat got transformed into light, soft, easy to wear and suited the women clientele immensely. The immense cooperation of Fendis’ and Karl Langerfed resulted in the research work of new materials and Paola Fendi took it upon herself the responsibility of testing the new techniques developed. Fur that was obsolete or set aside for poor people, got a new phase of life. The workshops were tanning, did color combinations, and then furs were cut as per the design, woven and inlaid duly. As on today, Fendi is considered the leading brand in the fur field. The secret behind the success is its adherence to the tradition backed up by continuous research to create a product that is forward looking without forgetting the past.