Fendi: The biggest fashion brands in the world – History and offer

Fendi is an Italian fashion house founded in 1925 by Edoardo and Adele Fendi. The company offers clothing, footwear, leather goods, jewelry and accessories for women and men. Its headquarters are in Rome, Via Condotti, on the corner of Piazza di Spagna. Since its inception, it has been one of the most prestigious brands in the world, not only because it was created by a family that already had an established position as a reputable business, but also because it combined the quality of craftsmanship with innovation, creating luxury products both for everyday and for special occasions.

The first boutique opened on Via del Plebiscito in 1947 near the Spanish Steps, which was then considered a very stylish shopping destination where many famous people shopped. The first Fendi boutique was opened in 1925. In 1953, after several years of difficult times caused by war and economic problems, Cicciolina (Adele’s sister) returned from New York with her husband Paolo Modenese, who from 1947 worked as an artist for the perfume Christian Dior under the name of Paul Emilien after renouncing his noble surnames. They were joined by another French partner named Rallet, with whom they sold their products at wholesale prices directly to customers or through small shops on Parisian boulevards such as the Champs Elysees and Faubourg Saint-Honoré.

In 1962, Karl Lagerfeld started working – Adele’s nephew, who is today known as a world-class fashion designer – joined Fendi. He was then a hotel apprentice in Paris and worked as an assistant to the great French stylist Pierre Balmain, who gave him his first job after returning from Rome; at this time, Lagerfeld established himself by designing some of the most influential garments of the period, such as kimonos and sleeveless sweaters. In 1965, after several years of working with Adele Fendi on product design and marketing strategies, Karl became chief designer and hired young Italian designers such as Guido Palau (now responsible for many of Chanel’s shows), Angelo Bosco (now Creative Director of Helmut Lang) and Diego Della Valle (CEO & President Tod’s).

The Fendi brand is currently one of the leading brands in the fashion industry, with products including fur and leather accessories, ready-to-wear; shoes for women, men and children. The company employs approximately 1,300 people worldwide. In addition to couture products such as handbags and tailor-made suits, it also offers other high-design items such as sunglasses and watches, which are often worn by celebrities associated with their advertising campaigns (for example: Naomi Campbell, Kate Moss and George Clooney). Since 1985, the company has been producing its own line of fragrances, ranging from classic fragrances such as Fendi Uomo and Donna, inspired by the lifestyle that can be recognized by names such as Cucumber Fantasy, Love Passport and Peony.

The Fendi brand has opened many stores around the world, including boutiques in Paris (France), Rome (Italy), Los Angeles (USA) and Tokyo (Japan). The company also owns the Fratelli Farragamo fur factory and the Vicenza leather factory specializing in the production of luxury footwear. With all of these products at your disposal, it’s no surprise that this high-fashion brand has been chosen by celebrities to create outfits for special occasions such as weddings or red carpet events. Some examples include: actress Gwyneth Paltrow’s wedding dress designed by Lagerfeld; Jennifer Lopez’s outfit for the Grammy Awards after her marriage to Cris Judd; Kate Moss model’s evening dress at the Met Gala; and the wedding dress of actress Jessica Alba designed by Lagerfeld.

The Fendi brand has also been selected as the official fashion sponsor of the 2012 Summer Olympics in London. The world-famous designer has been involved since 2009 through his work with the Italian national soccer team (which he represented at last year’s World Cup), and currently designs clothes for athletes such as gymnast Nadia Comăneci, tennis player Steffi Graf, skier Alberto Tomba and skater Katarina Witt.

The future of the Fendi brand looks bright – with a large workforce, great products and an extensive network of boutiques around the world.

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