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Fendi fashion house

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Fendi | February 28, 2011

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spring-summer 2011 fashion commercials

Fendi is an Italian fashion brand, most known in the world for its classic Baguette handbag and a revolution in the fur fashion industry.
The brand was founded in 1918 by Adele Casagrande. At the beginning, it was a shop selling leather and fur clothing and accessories. In 1925, as Adele married Edoardo Fendi, the name of the shop was changed to Fendi. The family’s five daughters also became involved in the family business, and in 1965 they decided to involve a new, and very talented fashion designer Karl Lagerfeld in designing of fur clothing and leather accessories. Worth mentioning, that even now, when the company is owned by the LVMH holding, Lagerfeld still creates fashion collections for the brand. Karl Lagerfeld is the one who made a fur revolution in the fashion world working for Fendi. His collection of fur coats made in 1969 presented brand new designs and methods of fur processing. His furs were much lighter than these worn previously, allowing ladies to feel themselves much more comfortable wearing fur coats.
In 1977 the first women’s ready-to-wear collection of the Fendi fashion house was launched. The success of incredible Karl Lagerfeld’s talent along with quality traditions of the Fendi house brought the brand a global recognition. Also worth mentioning, that Fendi’s famous double F logotype was also designed by Karl Lagerfeld.
As concerns a today’s must have, Baguette handbag, it was created by the new creative director of handbags line Silvia Venturini Fendi, who took the reins of the line in 1994.
Nowadays the brand designs and manufactures a wide range of luxury products, starting from furs, and ending with perfumes and children’s clothing. Even though the brand is no longer Fendi’s family brand, two sisters still remain involved in its ongoing history, as well as Karl Lagerfeld, who maintains the classic Fendi style for over 30 years.