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===Prêt-à-Porter===
===Prêt-à-Porter===
This includes all of Fendi's clothing sold off-the-rack at Fendi's 10 worldwide flagship boutiques and department stores such as [[Saks Fifth Avenue]] and [[Neiman Marcus]].
This includes all of Fendi's clothing sold off-the-rack at Fendi's 10 worldwide flagship boutiques and department stores such as [[Saks Fifth Avenue]] and [[Neiman Marcus]]. Fendi's "official" online retailer is eluxury.com [for women and men], but women's clothing and accessories are also available on sites such as neimanmarcus.com and net-a-porter.com.


===Furs===
===Furs===

Revision as of 20:24, 7 November 2008

Fendi S.r.l.
Company typeSubsidiary of public company
IndustryFashion
Founded1918 (Rome)
FounderAdele Casagrande
Headquarters
Rome
,
Italy
Number of locations
117 stores worldwide (2005)
ProductsLeather and other luxury goods
Loss of €35m (estimate for 2005)
OwnerLVMH
Websitewww.fendi.com

Fendi is an Italian fashion house best known for its "baguette" handbags. It was launched in 1925 as a fur and leather shop in Rome, but today is a multinational luxury goods brand owned by LVMH. Karl Lagerfeld is the creative director.

History

Fendi originated in 1918 when Adele Casagrande opened a leather and fur shop in Via del Plebiscito in central Rome. When Adele married Edoardo Fendi in 1925, they made a decision to change the name to Fendi. The business prospered, and a new shop was opened in Via Piave in 1932. By 1946, Paola, the eldest of the couple's five daughters, went to work for the firm at age 15, followed by her sisters Carla, Anna, Franca, and Alda. In time, each of the daughters inherited 20% of the company.[1]

Fendi in Kobe, Japan

In 1962, the Fendis signed up German designer Karl Lagerfeld,[1] who immediately created the inverted FF logo that joined the growing list of international status symbols. He then set about, aided and abetted by the sisters, to revolutionize the treatment of fur and other clothing. Marvin Traub, president of Bloomingdale's, discovered Fendi's leather goods and introduced them to the United States. Other outlets soon followed, and today, Fendi is largely represented through high-end department stores.

In 1969, Fendi presented its first ready-to-wear fur collection at Palazzo Pitti in Florence, bringing continuously evolving techniques and imaginative designs to lower-priced furs without sacrificing quality. When the sisters could not find the fabric clothes they wanted to show under the furs their ready-to-wear line was born, again to great success. In 1999 the sisters sold out to LVMH and Prada for an estimated US$850m[1], trumping a bid from Gucci of a rumoured US$700m. LVMH have since bought out Prada and are investing heavily in the brand, expanding the network of boutiques to 117 as of 2005.

On October 19, 2007, the world was blown away with Fendi's fashion show on the Great Wall. Showcasing Karl Lagerfeld and Silvia Venturini's latest fashions and specially designed outfits for the Great Wall event, 88 models from Asia and across the world descended down a catwalk of more than 85 meters and showcased eastern and western looks from Fendi’s Spring / Summer '08 collection to more than 500 guests, media and VIPS – including Thandie Newton, Kate Bosworth and Zhang Ziyi.

The Double F Symbol

Fendi's double F symbol

Commonly referred to as the "Zucca" print in its original form and "Zucchino" in its smaller style, Fendi's iconic "double F" logo pattern was first designed by Karl Lagerfeld in the 1960s. It has been used on a variety of Fendi products, including handbags, wallets, luggage, shoes, and apparel. Kanye West once appeared at a party with the logo shaved into his head.

Counterfeiting

In June 2006, Wal-Mart was accused of selling fakes in its membership-only Sam's Club stores. The suit filed by Fendi in June 2006 against Wal-Mart was settled in June 2007 when Walmart agreed to pay Fendi an undisclosed sum in exchange for Fendi's dismissal of the case.

Fendi lines

Fendissime

This "young" line (akin to Prada's Miu Miu line) was formed by Karl Lagerfeld in 1962 in cooperation with input from the five daughters.

Fendi Casa

Fendi's newest brand offering a wide variety of home furnishings. Furniture, sofas, armchairs, poufs, chaise-longues, consoles, day-beds: items of everyday life seen, interpreted, and lived with the typical Fendi style and culture. Above all this there is one common denominator: the home seen once more as the heart of a lifestyle, small pieces of furniture acting as a support for the most immediate and practical needs and more significant pieces to be personalised according to the taste. Great attention is paid to the past while tending towards the future, with considerable concern for evolution in modern design, which is interpreted, enjoyed and shared in the spirit of today’s culture. And so we find objects for the home distinguished first of all – as is the entire creation of Fendi - for their fine quality: great care and attention in the choice of fabrics and their combinations, and in the 'mix' of materials which creates new forms. All this together with the craftsmanship and attention to detail, the careful working and hand finishing, the personality which is an integral part of Fendi style. And last but not least, that creativity and imaginativeness which come from research and experiment, a mood which extends from fashion to design through the creation of personalised and personalising objects.

Fendi Casa, as with all Fendi lines, signifies high class style. The line furnishes condominiums in high end buildings, like Trump Soho, the Carlyle Residances and Skygardens Luxury Residential Project in Dubai.

Prêt-à-Porter

This includes all of Fendi's clothing sold off-the-rack at Fendi's 10 worldwide flagship boutiques and department stores such as Saks Fifth Avenue and Neiman Marcus. Fendi's "official" online retailer is eluxury.com [for women and men], but women's clothing and accessories are also available on sites such as neimanmarcus.com and net-a-porter.com.

Furs

Fendi's internationally renowned line of fur helps to differentiate the brand from its competitors as one of the few designers with a full range of fur offerings. Naomi Campbell was fired from her position as a People for the Ethical Treatment of Animals spokesperson in 1997 for wearing fur at a Fendi fashion show.

Fendi boutique in The Landmark, Hong Kong

Fragrances

Fendi launched its first perfume, Fendi for Women, in 1985. The line has been expanded to Theorema Uomo and Fendi Uomo (for men) and Celebration and Fantasia (for women).

Eyewear

Fendi's eyewear line currently includes prescription eyeglasses and sunglasses in addition to non-prescription sunglasses.

Timepieces

Fendi currently licenses out their name for their watches, which feature Swiss movements.

Writing Instruments

Fendi licensed their name and logo to Cross Pens in 1989 but by 2000 this deal appeared to have lapsed.

In popular culture

Fendi is mentioned in the song My Humps by the Black Eyed Peas. Fendi is also mentioned on Nelly's hip-hop song "E.I." from his Country Grammer album. The company's accessories are now found on the arm of many stars and signature bags such as the Spy, buckled B-bag, and embellished bucket bag are often in high demand sometimes creating long waiting lists. Also fendi is mentioned in the song "Big Things Poppin' Freestyle" by Swizz Beats.

North American Fendi Boutiques

Notes and references

  1. ^ a b c Menkes, Suzy (1999-10-13), "Prada and LVMH Join Forces to Buy Italian Fashion House Fendi", International Herald Tribune, Paris, retrieved 2008-04-27

Las Vegas-Shoppes at Palazzo

Further reading

External links

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