Elegance is an accessory that makes the difference at Fendi

Marchio Fendi

The combination of tradition and innovation is a Fendi classic: year 2013 was inaugurated with the opening of a brand new boutique in Florence, in an two-leveled ancient palace of the fifteenth century. The preciousness of the location perfectly reflects the brand enchanting history, characterized by a predominant feminine touch even more than by the famous double F logo, and its production which has its roots in craftsmanship. The boutique emphasizes quality details such as the restoration of the ceiling frescoes.

On this occasion, Fendi created a limited edition Peekaboo bag in mink and a multicolor vest in mink, fox and goat inlaying. Unusual accessories, for an unconventional elegance that does not go unnoticed but is a symbol of a luxury that is only whispered. This tendency to wear with class, without showing off, is the pillar of the top Fendi line, Saddlery: in this section everything can be customized, even the label is customizable, and the password is bespoke, a luxury par excellence.

But then again a great passion for handmade is in the company DNA. Fendi originated from Adele Casagrande’s fur laboratory and, following her marriage to Edoardo Fendi, it was founded by its current name in 1925. Since the beginning, this fashion house production has been focused on the highest quality, this is why it is not hard for the brand to achieve success quickly, even across national borders, and to become a status symbol for the women of the thirties. When the next generation trusts collaboration with emerging designers such as Karl Lagerfeld, the research on materials, colors and conception, becomes even more careful.

In 1964 the first store is opened in Rome, in Via Borgognona. The company expansion takes the Fendi brand also into cosmetic lines and accessories for men. In the eighties, Fendi makes its entrance in eyewear, jeans and home furnishings, and recently a line for the little kids was added. An unstoppable success that has an all pink matrix. It’s the family’s women who run the company, starting from grandma Adele to her five daughters Anna, Carla, Paola, Franca and Alda.

Silvia Venturtini Fendi, Anna’s daughter, is the leading figure in the Fendi leadership in addition to being creative director both for women’s accessories and for man, is also president of AltaRoma. It is her who designed the sought Baguette and its precious limited edition: a minimal, simply-shaped model, which is available in different fabrics and leathers, with flashy decorations. Furthermore she is involved in projects to launch new talents in creating products with waste materials. In  2011 there was ” Fatto a mano for the future “, an event that revamped a contemporary and current image of the craftsmanship importance. The event somehow attracts also her sister Ilaria’s personal involvement in promoting eco-friendly crafts and solidarity with the Carmina Campus project.

For more informationwww.fendi.com

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