The story of Fendi began in 1925 in a small workshop in Rome, on Via Del Plebiscito, where Edoardo and Adele Fendi made bags and fur coats. After the Second World War, the company bagan its modern-day ascension, when five sisters, Paola, Anna, Franca, Carla and Alda Fendi joined the family enterprise in 1946.

In 1965, the alliance between designer Karl Lagerfeld and the five revolutionized the fur market and allowed Fendi to really take off. The company astonished the fashion world with its supple, colored furs, dyed in apricot, pistachio green, fluorescent pink, or decorated with Eskimo motifs.

One success followed another, including the launch of ready-to-wear furs, in addition to the already extensive collection of leather bags that were printed, intertwined, dyed and tanned to make them as practical as they were innovative in their design.

The brand truly flourished in the 1970′s, entering the luxury ready-to-wear arena with jackets, coats and dresses all designed in the singular style of the “Fendi Woman.” These were the golden years for the “Made in Italy” products, and the Fendi label diversified into other products and accessories.

The 1980′s saw the birth of the world of Fendi as the double “F” symbol that had rendered Fendi bags famous the world over was joined by the new immediately recognizable “Pequin” striped pattern.

The family grew with the enterprise and the second generation was followed by the third. In 1990 Fendi took up another exciting challenge with the Fendi Uomo Line, a complete collection of men’s suits and accessories for every occasion throughout the day. The Fendi Uomo fragrance launched in 1989 enjoyed the same success the women’s fragrance had four years earlier.

A new step forward came in 1997 with the introduction of the Fendi Baguette, a small bag carried under the arm, like the French bread. This little jewel of a bag was an immediate success. It struck the right chord of minimalism for people on the move and immediately became a collectors item.

Go to Fendi Women’s Watches.

Go to Fendi Men’s Watches.