Every great brand has its story—its defining moments, its highs and lows and its pivotal shifts that shape its future. But for Fendi, the trajectory has always been one of unrelenting ascent, a journey that began in the heart of Rome and eventually all across the world. In 2025, the brand celebrated its 100-year anniversary, recognising pioneering craftsmanship, boundary-pushing innovation and a legacy woven into the very fabric of fashion’s history.
It all began in 1925 with Adele and Edoardo Fendi, who opened a small leather and fur goods boutique in the historic via del Plebiscito, Rome. Their commitment to exceptional craftsmanship and timeless design set the foundation for what would become an icon of Italian luxury. But it wasn’t just their artisanal skills that set them apart; it was Adele’s visionary approach that laid the groundwork for something much larger than a mere boutique. Her avant-garde spirit infused Fendi with a sense of boldness that would shape its future. However, it was the arrival of their five daughters—Paola, Anna, Franca, Carla and Alda—that would truly ignite the brand’s meteoric rise. As the family expanded, so too did Fendi’s influence, transforming from a humble workshop into an avant-garde fashion house at the forefront of Italian luxury.
But it wasn’t until 1965 that Fendi truly began to shift gears—thanks to the visionary genius Karl Lagerfeld. When the Fendi sisters enlisted Lagerfeld, they didn’t just hire a designer; they found a collaborator who would redefine the house’s DNA and elevate it to new heights. Lagerfeld’s first gift to Fendi? The iconic double F logo—Fun Fur—a playful yet provocative mark that redefined the role of fur in fashion. Over the course of 54 years— the longest designer collaboration in fashion history—Lagerfeld transformed Fendi into a creative force, expanding its repertoire beyond fur into ready-to-wear, accessories and couture. He made sure Fendi was constantly evolving while remaining deeply tied to its heritage.
By the late ’90s, Fendi was ready for its next evolution, with granddaughter Silvia Venturini Fendi taking over the reins. With an innate understanding of the Fendi customer, she introduced the world to the Baguette bag in 1997. What was once an unassuming handbag soon became a cultural touchstone, immortalized on the arm of Carrie Bradshaw in Sex and the City. It was no longer just a handbag; it was a symbol of a new kind of luxury—one that was effortlessly chic and intimately connected to its wearer. And then came the Peekaboo in 2008, a further testament to Fendi’s genius, blending functionality with an almost playful spirit of design.
Fendi’s commitment to creative exploration has been unwavering. It constantly reinvented itself, whether by daring to stage a show atop the Great Wall of China in 2007 or transforming the Trevi Fountain in 2016 into a surreal runway, with models walking seemingly on water. Fendi’s influence isn’t just confined to fashion; it’s a brand that has extended its vision to encompass art and culture. Fendi Casa, launched in 1987, pioneered the blend of high fashion and interior design, bringing its exquisite aesthetic into the home, all whilst supporting the restoration of Rome’s iconic Trevi Fountain and the Temple of Venus and Rome.
Fendi’s cinematic ties are just as strong—appearing in films like The Devil Wears Prada allowed it to transcend the boundaries of the fashion world cementing its place not only in fashion, but in luxury storytelling as a go-to brand for the elite. Fendi’s role extends beyond the silver screen, having also dressed opera singers in bespoke costumes for major performances. This strategic crossover between fashion, art and cinema allows the brand to be immortalized in some of the world’s most influential cultural milestones. In doing so, the brand has ensured its legacy remains intertwined with timeless narratives, bringing it into conversations in ways that resonate with generations of luxury consumers and art connoisseurs alike.
Now, looking ahead, Fendi continues to balance its Roman heritage while embracing the evolution of the modern world. Despite changes in its leadership through the years, the brand remains as much about family as it is about luxury. Its legacy is a celebration of design, heritage and an unwavering commitment to pushing boundaries. As the world changes, Fendi will continue to redefine what it means to be a modern luxury house. And if the first 100 years have taught us anything, it’s that the next century will be just as revolutionary, if not more.
Vogue Singapore’s March ‘Vigour’ issue will be out on newsstands from March and available to preorder online.
