The story of the fashion house Fendi is a symbol of the power of women in fashion, the energy that comes from the limitless creativity and ability of women to collaborate.
Women of the Fendi family – outstanding “pink balls” nurture a powerful empire
The nearly century-long history of the cult Italian brand has never been without the mark of the talent of women. Three generations of the Fendi family are the people who have created, promoted, and kept the creative fire and the fashion heritage of the fashion house burning.
The Fendi Empire started “humbly” from a leather and fur shop in the heart of Via del Plebiscito of the couple Edoardo Fendi and Adele Casagrande. Although named after Mr. Edoardo, the person who laid the foundation for the brand’s tremendous growth was Mrs. Adele, with the novel idea of the Selleria line of bags inspired by horse bridles.
At that time, the Italian economy had just recovered from the mud of war, and trade showed signs of prosperity when strict barriers were removed. Wealthy ladies from all over the world love and are willing to pay for Fendi’s exquisitely handcrafted leather bags. The Selleria line of bags was widely sought after and the Fendi name became more and more popular. Looking back on history, the fashion house would probably lose a solid launch pad, the world fashion village would not have existed with such an iconic and timeless design as Selleria, without her brilliant ideas. Adele.
History proves that the Fendi women are indeed a blessing to this luxury brand. In 1946, Edoardo and Adele’s five daughters Paola, Franca, Carla, Anna, and Alda inherited their parents’ careers. Having a solid stepping stone from the success of their predecessors, the sisters are increasingly improving and making Fendi a giant of the contemporary fashion village.
They divided the takeover of the property based on the personality and the head of each person. The second sister Anna is considered to be the most creative while the youngest Carla is the most organized, so Anna is responsible for managing the design department and contracts, while Franca plays the role. purchasing director.
The skillful and ingenious coordination of the five sisters brings to the fashion world luxurious fur designs with eternal beauty. The 1966 FF logo and motifs stand for “Fun Furs” – a statement of its signature material and an integral part of Fendi’s DNA.
They are also behind the methodological and technical innovation that changed the entire operating system of the brand. Since then, not only handbags or fur coats but also jewelry and ready-to-wear collections introduced annually since 1977 have also created a reputation for the Italian fashion house. Adele Casagrande’s five daughters really took what their mother told them to do after their father’s death: “Girls, design whatever you want. Just make sure your products are of high quality.”
In 1987, Anna’s daughter, Silvia Venturini Fendi, who had grown up under the protection of female fashion leaders, officially joined the company. The child who used to follow his mother to play in the garment factory is strong enough to breathe new life into Fendi’s legacy. Silvia proves her talent by taking on the role of the artistic director herself for various product lines such as accessories, and men’s, and children’s clothing.
Fendi under Silvia achieved many great achievements. Her magical touches in fur and leather have resulted in many fashion-shattering designs: fur sportswear, Baguette bags that have been likened to the “holy grail” of believers, Peekaboo bags revive the Selleria inspiration of Grandma Adele Casagrande…
Silvia’s glory days at Fendi show no sign of ending as she always keeps her design inspiration fresh to breathe new life into the brand. The fourth-generation descendant, Delfina Delettrez Fendi, also received high hopes for prolonging the tradition of queens in the Italian fashion house. She once participated in the design of the “Policromia” wristwatch line with a touch of surrealism and natural imagery.
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