FENDI An Exclusive Brand
Known as the fashion house for multinational-elegant handbags, House of Fendi has stretched its line of business to more and more countries in the world and makes it number-one brand in handbags industry. Fendi is the flagship of LVMH (Louis Vuitton – Moett Hennessy), the leading conglomerate for prestigious items in fashion industry.
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This small company was founded in 1918 by Adele Casagrande, started her own business by producing leather and fur goods. After her marriage with Edoardo Fendi, they finally managed to launch their own label “Fendi” in 1925 which gave them tremendous success in Rome, Italy. In 1932, Fendi opened a bigger store in the major central of business area on Veneto, which soon became popular for their fur-made items.
By 1946, Fendi’s 2nd generation, Paula was then involved in the family business. This was soon followed by her younger sisters after their school graduation, to participate in their parents’ business. These five daughters were fully committed in developing their creativity and craftsmanship for creating modern designs in leather and fur products.
It was after Karl Lagerfeld, the first brand’s artistic director who joined them in 1965 and created the signature logo for Fendi, this Company enforced its rapid development into one of the most leading labels in sophisticated prêt-à-porter products such as spectacles, perfume, suitcases, accessories and many more. Lagerfeld has also designed lines of elegant collection of fur overcoats, stylish wool wears and cashmere outfits. Fendi is protested by some animal rights organizations such as PETA (People for the Ethical Treatment of Animals), for the application and exploitation of animal-based materials on their products. This organization has also discharged the British supermodel Naomi Campbell as the representative of PETA after her appearance wearing Fendi’s mink coat at Milan Fashion Show 1997. She said that her disagreement with PETA’s violent acts in anti-fur promotions has driven her disassociation with that organization. She also reasoned that her wearing of fur outfits are only for occasional events and the material itself is not of endangered-species. She still, however, runs on catwalk wearing Fendi’s full-length fur outfits with more “appealing” design. The application of animal-based materials in fashion design is believed to augment the elegancy and glamorous taste, which is why Fendi insists on using this exclusive material on their fashion products albeit the controversy it caused. Most of Fendi’s clients demand for the authenticity of each material, not of a fake or synthesized-mix. This is the guaranteed quality Fendi has to oblige. Selvi Fendi, the granddaughter of this Company’s founder, is appointed in 1992 as the 2nd Creative Director replacing Karl Lagerfeld and responsible for leather-made accessories since 1994. Her creation of the Baguette puts Fendi at the highest recognition in international fashion industry by achieving the award of Fashion Group International in 2000. Her success continues for her accessories collection of the Spy 2005 and B-Fendi 2006. Nowadays Fendi has opened 53 flagship stores and boutiques all over the world, but recently has temporary closed some stores in Japan due to the tragic earthquakes and Tsunami until March 21, 2011.
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