It wasn’t until 1965, however, when a young German designer named Karl Lagerfeld took the creative helm that Fendi became a world-renowned fashion house. The Selleria bags were the work of master saddlers in Rome, and Fendi partnered with lace artisans in southern Italy as well as craftsmen in the east trained in the intrecciato (intertwined) technique (an idea that Adele introduced during the 1940s), which, in Fendi’s case, sees an interwoven leather fabric integrated in the creation of its handbags, countering leather’s traditional rigidity with a bag that is soft, versatile and fitted with an alluring slouchy curve. The maison also has a distinctive relationship with old-world Italian craftsmanship. Fendi’s audience broadened and its profitability has soared over the years, owing to the brand’s fresh perspective on fashion world happenings and innovative sensibility. Together, the couple changed the boutique’s name to Fendi and moved into a bigger storefront, which quickly became the favorite shop of women all over Italy’s capital city for furs and leathers, such as handbags, coats and accessories.Īs time moved on for Adele and Edoardo, the couple began to share more responsibility to their five daughters, who assumed management of the company during the 1950s.
However, after marrying Edoardo Fendi in 1925, her business model was altered dramatically. Adele Casagrande was an Italian creative who loved fashion and sold leather and fur accessories from a tiny workshop she opened in Rome in 1918. Like other major European luxury fashion houses, Fendi started small.
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