Fendi: Excellence In Creativity

Out of Italy’s rich cultural heritage and love for exotic elegance, emerged the iconic brand Fendi that has successfully established itself to be a true epitome of everything that luxury fashion stands for including eyewear

What sets this fashion brand apart from others in the global fashion scene is its exquisite heritage, premium craftsmanship and exceptional creativity. Offering fashion-forward womenswear, classic menswear as well as stylish bags, shoes, accessories and eyewear, Fendi is best known for its unabashed extravagance and sophisticated designs that fashion lovers swear by.

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Fendi FF0139S

The Origin

Launched in 1925 by newlyweds Edoardo and Adele Fendi, the brand has expanded and evolved over the years to revolutionise the world of design. This luxury fashion house saw its humble beginnings when the couple opened a leather and fur boutique and an in-house workshop in the Via del Plebiscito, Rome. The boutique was primarily devoted to designing handmade leather handbags and also housed a fur atelier. Following the success of its high-quality designs, the brand began to spread its wings outside Rome. In the 1940s, Fendi’s daughters Paula, Carla, Anna, France and Alda joined the family business bringing with them a fresh burst of creativity and insights.

The Progress

To forge ahead in the increasingly competitive global luxury market, what any brand would need is an exceptionally creative and vibrant front runner. Fendi got just that and more, when German designer Karl Lagerfeld joined the fashion house in 1965. Under his flamboyant and dynamic guidance, the fashion house grew into an acclaimed international brand with a huge fan following, which includes starlets and celebs from all over the world. He brought about several changes in the brand and pioneered the creation of the inverted FF logo that went ahead to become the identity of the brand. In collaboration with the Fendi sisters, Lagerfeld revolutionised the treatment of fur. The fur now became lighter, softer and more wearable, gaining more praise and acceptance. In 1977, Fendi moved forward to launch its first women’s ready-to-wear line that received immense appreciation. By 1984, the brand expanded to include menswear, home furnishings as well as a wide assortment of accessories. The following year, the National Gallery of Modern Art in Rome hosted a retrospective exhibition to celebrate the 60th anniversary of the fashion house and also to mark 20 years of its collaboration with designer Karl Lagerfeld.

Fendi FF0137S

Fendi FF0137S

With the introduction of Selleria, the Fendi handbags line, the brand gained more popularity among fashion lovers. This line offered handcrafted assortment of handbags, travel bags and a variety of other leather goods. Another factor that accelerated the growth of the company was the appointment of Anna Fendi’s daughter, Silvia Venturini as Creative Director for accessories. It was in 1997, that she introduced the much-loved Fendi Baguette, a bag meant to be carried under the arm. Available in more than 1000 versions, this bag became an instant hit among fashionistas and celebs. In 2000, the LVMH Group joined hands with the company and went to become its major shareholder.

As a platform to showcase its historical richness and innovative thinking, the luxury fashion brand organised a fashion show on the Great Wall of China in 2007. A first of its kind, this show, featuring top fashion models as well as celebrities, garnered a lot of interest from around the world. The year 2013 saw the inclusion of contemporary designs in the Selleria line and the renaming of its handbag styles to honour the five Fendi sisters.

The fashion brand recently moved its headquarters to Rome’s Palazzo della Civiltà Italiana that was constructed by Fascist dictator Benito Mussolini. This move marked Fendi’s 90th anniversary and creative director Karl Lagerfeld’s 50th year with the brand. In spite of the brand’s extensive growth and widespread popularity, it continues to remain aligned to its rich heritage, delivering clothes, bags, perfumes, sunglasses and more that are symbols of exquisite craftsmanship and remarkable design.

The Popularity

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Lady Gaga sporting Fendi sunglasses

A truly global luxury brand, Fendi operates around the world with 210 boutiques in over 35 countries. The designs offered by this brand are a favourite among several celebrities, including Kate Moss, Lindsay Lohan, Victoria Beckham and Mandy Moore. In February 2015, Fendi celebrated the opening of its new flagship store on Madison Avenue in New York with Rihanna, Sarah Jessica Parker, Rachel Feinstein, Jourdan Dunn and Leandra Medine designing their own Baguette handbag for the brand as part of the inauguration celebration. The bags designed by these actresses were auctioned online to raise money for charitable organisations which include the Clara Lionel Foundation, the Brain Trauma Foundation, the Naomi Berrie Diabetes Center at Columbia Presbyterian Hospital, the Sickle Disease Association of America and the Ovarian Cancer Research Fund. To continue to make its presence felt in the global fashion scene and to reassert the brand’s desirability among young consumers, the company also launched a smartphone application, myBaguatte, which allows customers to design their very own Baguatte bag. The app offers a host of colours, paintbrushes and filters that can be altered according to one’s style quotient.

Stunning Eyewear Designs

With its focus on luxe structures and unique presentations, the brand never fails to impress. Its iconic design elements have been effectively represented in Fendi’s eyewear range as well. An embodiment of contemporary allure with hints of retro charm, the eyewear designs exude unparalleled style and timeless elegance. The advanced manufacturing techniques and use of superior materials such as optyl and exclusive acetate further enhance the glasses’ quality.

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Fendi FF0138S

Fendi’s Fall/Winter 2015 sunglasses collection is an embodiment of unique geometric patterns. Accentuating the stylish design is the appealing colour palette featuring subtle hues and attractive colour contrasts interspersed with jewel-like details. The Galassia sunglasses introduced as part of this collection feature interesting geometric shapes and unexpected colour combinations. Its modern architectural shape is highlighted with multi-coloured frame elements, graphic lines beneath the eyes, sleek metal bridge and refined enamel colours. Included in the colour palette are several enchanting shades such as rust/crystal with Havana red insert and orange pink lenses, black/crystal with multicolour insert and azure shaded lenses, white/crystal with multicolour insert and yellow shaded lenses and turquoise/crystal with multicolour insert and azure shaded lenses.

With a unique geometric structure and contrasting design elements, the 3Baguette eyewear collection could not have been more sophisticated. The 3Baguette logo further enhances the fashion-forward look of the glasses in this selection. Shades offered include bright hues such as yellow Havana with blue, yellow Havana with fuchsia, grey spotted Havana with orange and orange spotted Havana with aqua. On the other hand, the Colour-Block range features a retro-inspired silhouette with Havana colours at the front, temples in appealing shades and a see-through shiny metal core. Colour combinations include brown Havana with yellow, spotted Havana with beige, Havana honey with cherry, spotted Havana with green and black with crystal. Another option is the Pequin Collection that stands out due to its use of lively colours and ultra-light design. These steel sunglasses have temples highlighted with the brand’s iconic black/tobacco striped Pequin in combination with elegant colours such as white, aqua, peach or yellow.

Timeline

1925: Edoardo and Adele Fendi launch the brand

1940: Fendi’s daughters Paula, Carla, Anna, France and Alda join the business

1965: German designer Karl Lagerfeld joins the Fendi team

1977: Fendi launches its first women’s ready-to-wear line

1984: The brand expands to include menswear, home furnishings and more

1985: The National Gallery of Modern Art in Rome holds an exhibition to celebrate Fendi’s 60th anniversary

1987: Launch of Fendissime diffusion line offering trendier designs

1989: Introduces fragrances for both men and women

1990: Fendi launches its Uomo menswear line headed by Anna Fendi’s daughter, Silvia Venturini as Creative Director

1999: LVMH group and Prada purchase 51% shares

2007: Stages the first-ever fashion show on the Great Wall of China

2015: Moves its headquarters to Rome’s Palazzo della Civiltà Italiana

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