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Fendi is a house of extremes: big furs and little handbags, a family business with a worldwide reputation, a chic past and a street-cool future. Established in 1925, the Fendi empire was founded by Adele Fendi from a small leather-goods shop and workroom in Rome. In 1954 Fendi’s five daughters injected the little company with some youthful glamour and the modern Fendi image emerged. By the end of the 80s the name Fendi had become shorthand for jet-set elitist luxury thanks to its signature furs and instantly recognizable double F logo, redesigned by Karl Lagerfeld to stand for ‘Fun Fur’. The iconic Fendi Baguette Bag was reborn in the 90s and although LVMH became sole partner in 2001 the brand is still very much a family business. The future lies with Silvia Fendi, granddaughter of Adele and creator of the Baguette, and Karl Lagerfeld, who started working for Fendi in 1965 and is still creative director nearly fifty years on.


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