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Fendi is an Italian fashion designer brand founded in 1918, most famous for its selection of shoes and furs. Fendi boutiques can be found all over the world. In recent years, Fendi entered the American market with stores in New York, Bal Harbour, and the Galleria in Houston. Today, as part of LVMH Moët Hennessy Louis Vuitton S.A. group, its creative director is Karl Lagerfeld. Fendi began 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, 15, the eldest of the couple's five daughters, went to work for the firm, followed by her sisters Carla, Anna, Franca, and Alda. In 1965 a marriage between the Fendis and German designer Karl Lagerfeld was sealed, and it proved to be fortuitous for both. Lagerfeld immediately created the inverted FF logo that joined the growing list of international status symbols, and then set about, aided and abetted by the sisters, to revolutionize the treatment of fur and other clothing. What had once been a precious but stiff and heavy garment was transformed into a light, soft, easy-to-wear and above all flattering outfit. The team went on to invent new ways of working with fur, tanning, dying, and treating, and took previously unused skins and turned them into fashionable garments. By 1966 Fendi had presented its first couture fur collection, designed by Lagerfeld. It was an immediate success with foreign buyers. 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 has a large store on New York's Fifth Avenue, as well as numerous Fendi boutiques around the world. 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 couldn't find the fabric clothes they wanted to show under the furs their ready-to-wear line was born, again to great success. The company's accessories are now found on the arm of many stars and signature bags such as the S/S06 Fendi Spy and the new A/W06 embellished bucket bag have enormous waiting lists, which can last up to three years. 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 writing instruments - Fendi licensed their name and logo to Cross Pens in 1989. As of 2000, Cross was no longer producing writing instruments for Fendi. Fendi watches - Fendi currently licenses out their name for their watches, which feauture Swiss movements. Fendi Parfums - 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). Fendi eyewear - This line includes sunglasses and eyeglasses frames. Zucca - This is the name of Fendi's iconic "double F" logo pattern that covers purses and luggage from this line. Fendi furs - The fur line was what helped push Fendi to the forefront of luxury brands. Fendi prêt-à-porter - This includes all of Fendi's clothing sold off-the-rack at department stores such as Saks Fifth Avenue. This line, known for baguette bags and furs, was started by Adele Casagrande in 1918 as a leather and fur store in Rome, and was renamed when she married Edoardo Fendi. As the Fendi's became more successful, the family involvement also included their five daughters: Paola, Carla, Anna, Franca and Alda. In 1965, the Fendis merged with Karl Lagerfeld, who is credited for designing the famous "FF" status system and their first fur collections. Fendi recently merged with Prada and Louis Vuitton Moet Hennessy. From its roots as a small 1920's leather and fur shop, Fendi has grown to become a luxury fashion leader. Under the expert eye of Karl Lagerfeld – creative director since 1966 - and Silvia Venturini Fendi the label brings us coveted ready-to-wear and headline grabbing bags. The Fendi Baguette was the original ‘IT’ bag, the iconic Spy bag has been spotted on everyone from Madonna to Keira Knightley and the ‘B’ bag is topping Fall wishlists. As for the clothes, Lagerfeld is a true fabric experimentalist - creating innovative and couture-like collections every season. In 1925, Edoardo and Adele Fendi opened a small bag shop with a fur workshop in Rome on Via del Plebiscito. And so the Fendi story began, made of entrepreneurship and creativity, craftsmanship and technology. The new commercial activity met with great approval due to the quality of its products and their workmanship. After the war, the five sisters, Paola, Anna, Franca, Carla and Alda, entered the business, bringing with them new verve. In 1965 the generational drive resulted in the collaboration with Karl Lagerfeld, the versatile interpreter of the Fendi image. The traditional concept of the fur coat was revolutionized: from a status symbol it became a fashion item. The same revolution was also experienced in the world of bags, ever nearer to the needs of the modern woman. A success that in the 1980s led to the creation of women’s and men’s ready-to-wear, shoes, watches, perfumes, glasses, ties, scarves and home furnishings. Fendi has been part of the LVMH Group since 2001. Its products are distributed the world over in around 90 Fendi shops and selected multi-brand stores.
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