Fendi turns 100 - The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones

The Roman fashion house with the double F turns one hundred years old. Starting from a small leather goods shop in Rome, on Via del Plebiscito, founded by Adele Casagrande in 1918, Fendi has become, over time, a true institution in the world of fashion. With the marriage of Adele and Edoardo Fendi, the family name became inextricably linked to the brand, and in 1925, the family-run Fendi company was born, founded on the values of craftsmanship and attention to detail. Casagrande and Fendi passed this philosophy on to their five daughters—Paola, Anna, Franca, Carla, and Alda—who, under the matriarchal guidance of Adele Casagrande after the unexpected death of her husband in 1954, took over the reins of the company. Deeply connected to the Eternal City and well aware of their capabilities, the sisters evenly divided their roles, managing different sectors within the company with the shared goal of expanding the project started by their parents. The 1950s marked a time when Italian fashion began to gain recognition on an international level. The Fendi sisters, with their different but complementary personalities, led the brand towards new horizons, allowing Fendi to secure a prominent place in both the national and international fashion scene.

Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553264

Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553267

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Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553279

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Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553272

Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553273

Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553271

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Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553276

Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553277

The legendary Fendi logo, with its iconic reversed double "F", was created shortly after Lagerfeld’s arrival. Initially conceived as a discreet detail for linings, it quickly became a status symbol. Few know that the double F does not stand for Fendi, but rather Fun Fur. As Lagerfeld often stated, it took him just five seconds to design it—five seconds that helped shape the collective imagination around the Roman fashion house. The 1970s marked the brand’s global recognition. In 1977, the maison launched its first prêt-à-porter collection, expanding its stylistic repertoire beyond accessories and furs. During this period, Fendi became synonymous with a new femininity—sophisticated and bold, blending tradition with modernity. The collections of the 1980s and 1990s further solidified the brand’s success, thanks to an innovative aesthetic and a timeless elegance.

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By 1997, Fendi was already an established name, but the launch of the Baguette, created by then-accessories creative director Silvia Venturini Fendi, marked a real turning point for the company. Working alongside Lagerfeld, Silvia Venturini Fendi designed a handbag with clean and essential lines, destined to become an icon. The Baguette appeared in late 1990s and early 2000s TV series, becoming a true cult item thanks to Sex and the City. One of the most famous scenes features Carrie Bradshaw being mugged and exclaiming: «It's not a bag, it's a Baguette!» With the Spring/Summer 2000 collection, Fendi’s fame and desirability skyrocketed. «Karl Lagerfeld presented one of the most powerful collections of the season, firmly placing Fendi at the center of the fashion scene,» Vogue Runway reported at the time. Alongside the iconic python leather Baguette, vibrant tote bags, and refined foulards, the clothing pieces stole the spotlight, contrasting ethereal fabrics with the bold allure of a Studio 54 diva wrapped in Halston creations. Once again, Lagerfeld created an innovative, harmonious, and perfectly balanced silhouette that captivated even the youngest fashion consumers.

Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553266

Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553265

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Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553262

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Fendi turns 100 The history of the Roman fashion house, from the Fendi family to Karl Lagerfeld and Kim Jones | Image 553254

Karl Lagerfeld and Silvia Venturini Fendi created a unique identity for Fendi, starting with fur and handbags and transforming a small shop on Via del Plebiscito into a brand that reached the Palazzo della Civiltà Italiana. In 2019, with Lagerfeld’s passing, an era came to an end for Fendi. Silvia Venturini Fendi took over creative direction for the men's collections and accessories, carrying forward the brand’s legacy. The arrival of Kim Jones in 2020 as the creative director of womenswear marked a new chapter for the brand: the English designer, leading Fendi until 2024, blended modernity and tradition, bringing a fresh and sophisticated vision to the maison. Over the years, he interpreted the brand’s heritage by mixing haute couture and streetwear influences in well-balanced collections, with a more wearable approach compared to Lagerfeld’s theatricality. Today, the overall creative direction of the brand has returned to Silvia Venturini Fendi, who still represents the third generation of Adele and Edoardo Fendi’s dream. Now reaching its centenary, this year Fendi celebrates one hundred years of history and family. Eternal, sensual, romantic—Fendi.