FENDI FEVER

If there’s one fashion label on everyone’s wishlist right now, it’s Fendi. Responsible for some of the most iconic handbags in the world, the Italian brand has always been a cult-favourite but in recent years, Fendi has established itself as far more than an accessories label.

For almost 100 years, the fashion house has been constantly evolving, inspiring its creative minds to do newer, more innovative things, all while remaining true to their iconic heritage. Its men’s and women’s ready-to-wear collections have long been one of the biggest draws of Milan Fashion Week. Not to mention its signature double “F” logo that’s seen on everyone from Gigi Hadid to Jennifer Lopez.

Still run by the Fendi family but now at the creative hands of Kim Jones, we’re taking a look back at how the brand became the iconic fashion powerhouse it is today.

WHERE IT ALL BEGAN

Fendi initially rose from fairly humble beginnings, starting life as a family-run fur and leather store in Rome in 1925. The passion project of husband and wife Adele and Edoardo Fendi, the brand quickly became synonymous for luxury and opulence. In 1946, Fendi faced a tragic loss with the death of Edoardo. But with the help of her five daughters - Alda, Anna, Carla, Franca and Paola - Adele was able to continue to evolve the store. Together, the family took their business from the corner of an Italian street to being famed across the world.

KARL LAGERFELD

In 1965, Fendi hired a young German designer named Karl Lagerfeld. His arrival brought a new energy to the brand which resulted in universal acclaim. The designs became even more creative, and they began to incorporate colour, making Fendi pieces even more unique and desirable. While fur had previously been a luxury purchase, they took 'lower-quality’ furs and reworked them into something more accessible. Lagerfeld was also responsible for launching Fendi’s ready-to-wear collection in 1977, as well as a line of shoes in 1978.

THE LEGENDARY LOGO

The now-iconic ‘FF’ logo was first created by Karl Lagerfeld. Created to highlight the brand's creativity and innovation, legend has it that Lagerfeld sketched the letters together in less than 5 seconds. Standing for “Fun Fur”, the logo was initially used on a jacquard fabric to line the interior of travel trunks and was first rendered in classic colours like tobacco and black. Since its inception, the FF logo has seen hundreds of variations. In 2018 the FF logo had a resurgence in popularity. So much so, it went on to inspire a logo trend at other fashion labels. A trend that is still very much present today.

KIM JONES

Kim Jones is a man well-versed in the language of luxury. Having designed for some of the most illustrious houses, the British designer was destined to become Artistic Director of Fendi. Jones’ appointment, which includes overseeing haute couture, ready-to-wear, and fur collections for women, arrived a year after the death of Karl Lagerfeld. In the interim, Silvia Venturini Fendi — the granddaughter of the founders, Adele and Eduardo Fendi, and the designer behind its iconic Baguette bag — took over designing for the brand. She has remained over design for accessories and menswear.

AW21 COLLECTION

For his ready-to-wear debut at Fendi, Kim Jones was inspired by the women who have shaped the fashion house past and present. Influenced by their Roman glamour and no-nonsense charm, they played muses to his AW21 collection. The result is a collection proposing a modern wardrobe with a more low-key, perhaps practical wardrobe than we’ve seen in past Fendi collections.

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