Dotted with fur and leather accessories and iconic bags, Fendi celebrates its 100th anniversary this year.
The Love Alchemy
Via Piave Boutique Rome in the 1930s
Transpired between the folds of everyday life on cobblestoned streets, the heartbeat of FENDI pitter-pattered in the soundscape of church bells for the first time in 1925, when Adele Casagrande Fendi and Edoardo Fendi followed the temper of the times in the Eternal City, Rome, by birthing a legend with an image of a squirrel—the original FENDI logo—a symbol taken from a small gift Edoardo once gave Adele who he said was always ‘as busy as a squirrel’. While Scott Fitzgerald and Pablo Picasso were redefining the world of literature and art, the foundational figures of FENDI were intertwining their love for each other and fashion—following their gut feeling and minds brimming with conceptualisation—to lay the foundation for what would become the most revered names in the fashion world. What began as a small fur and leather atelier at Via del Plebiscito became a family-rooted legacy that redefined savoir-faire, art and fashion with timeless designs.
Fendi sisters in the atelier in the 1970s
Swooning the hearts of Roma, FENDI remained renowned for 100 years—from Karl Lagerfeld’s pivotal collaboration to Kim Jones’ refinements and Silvia Venturini Fendi’s modern interpretation—becoming a cultural force and in every way ahead of its time. And, there’s no doubt the House will continue to shape FENDI’s identity, produce more legacies and preserve its heritage over the years and beyond with its avant-garde spirit.
From Atelier to Empire
Think back to 1925, when women strode confidently in drop-waisted dresses and shorter hemlines, and the air seemed to shimmer with rebellion. While others saw obvious trends, Adele’s vision penetrated deeper. She saw an opportunity where others might see only convention—furs. This was her calling, her vocation chosen not from circumstance but from creativity. She transformed the medium itself, imbuing every stitch with light, joy and tactile delight, creating an artisanal mastery that would endure. Each season, the FENDI fur atelier continues to develop new techniques, cuts and styles showcasing the Maison’s evolving technical prowess—the ability to merge creativity, tradition and innovation. Over the years, notable ones such as the Astuccio and the Colour Pequin— mink cape made with the “V inserts” and a sporty bomber jacket crafted in beaver fur—remain significant in the archives.
FENDI’s centennial legacy reached its pinnacle when Karl Lagerfeld collaborated with the House in 1965, broadening the Maison to include ready-to-wear, eyewear, watches, and ultimately FENDI Couture. Above all, this marked a historic moment for the five daughters of Edoardo and Adele—Paola, Anna, Franca, Carla and Alda— being guided by a vision and dedication that never wavered. This steadfast loyalty became one of the secrets of FENDI’s success, evolving from a traditional fur atelier to a modern and innovative fashion house. That same year, he designed the now-iconic FF logo, originally standing for “Fun Furs”—a logo that made FENDI a global sensation.
Thenceforth, the furry delights at FENDI went from traditional approaches of heavy, restrictive pieces in natural tones to featherlight, supple creations. Today, furs are experimented with interplay of bold patterns, geometrical silhouettes, textures and colours—the Maison’s emblem is elevated to be works of art and fashion statements. So, in celebration of its centennial year, FENDI pays tribute to that legacy and strides out in the future with the launch of a fur collection—highlighting ten exceptional creations that represent a century of expertise. Each of the ten selected archival creations has been re-edited for the occasion, emphasising FENDI’s meticulous design history.
Yet Adele and FENDI’s niche transcended furs, encompassing leather bags where she reimagined the accessory through modern and elegant silhouettes, with doctor bags serving as her initial canvas. The Adele was the first-ever handbag created by FENDI, named after its founder. The doctor bag was crafted in soft cuoio romano leather. Today, the bag has been enhanced by the selleria stitching on crocodile leather. But the matriarch didn’t stop there. This was only the beginning of her revolutionary journey. As deep connections and core values passed down from one generation to another, FENDI continued crafting iconic creations. But, it was in 1992, when Silvia Venturini Fendi—third generation of the Fendi family and daughter of Anna Fendi—joined the Maison, seconding Karl Lagerfeld in the artistic direction was that a whole new legacy began for the Maison. Their shared vision generated the creation of the iconic Baguette and Peekaboo bag, a cultural phenomenon and work of art.
Fendi sisters and Karl Lagerfeld in 1986.
Beyond these transformative milestones, FENDI’s creative appetite remained insatiable, expanding into home furnishings with FENDI Casa in 1987, FENDI Fragrances in 2024, FENDI’s debut in High Jewellery with the FENDI Flavus parure, followed by the FENDI Triptych collection presented with the Couture Autumn/Winter 2023 and other luxury lifestyle products, while pioneering innovative craftsmanship techniques that would influence the entire fashion industry. FENDI has even orchestrated some of fashion’s most legendary spectacles, transforming runways into unforgettable cultural moments. The Maison’s theatrical vision first captivated global audiences in 1996 with a Tokyo runway show featuring a full orchestra and renowned tenor José Carreras. Breaking new ground in 2007, FENDI became the first fashion house to stage a show on the Great Wall of China, cementing its reputation for daring spectacles. Rome, the Maison’s birthplace, provided the backdrop for its 90th anniversary celebration in 2016, as models walked beside the iconic Trevi Fountain in the “Legends and Fairytales” show. And, through it all, FENDI has woven a legacy of luxury, craftsmanship and innovation that transcends time.
100 Years of Fendi
Celebrating the Maison’s 100th anniversary, FENDI unveiled a bold and celebratory window concept to capture the essence of a century of craftsmanship. Each FENDI store will have a sculptural, golden ribbon that flows into the FENDI windows, ready to be unwrapped—a display that envisions its centenary celebration as a new era for the brand—one that honours the past while bravely stepping into the future. This year also welcomes a collection of re-editions of ten iconic archival designs in bags and furs, each representing a decade or milestone in FENDI’s 100-year history. But, to honour its rich heritage and visionary approach, FENDI also embarked on a global tour with “World of FENDI 2025”, making stops in distinguished locations such as Seoul-Korea, Suzhou-China, Miami-USA, Italy and beyond. Each destination will offer an immersive experience of a behind-the-scenes tour of the Maison’s luxurious savoir-faire in the art of leather goods, fur and high jewellery. The journey will also narrate the captivating story of how FENDI seamlessly blends tradition with innovation to create timeless luxury.
The squirrel—once a symbol of Adele’s industrious nature—has evolved into an emblem of endless creativity and relentless innovation. With each stitch, each show, and each groundbreaking design, FENDI continues to weave luxury into the fabric of culture itself. The next hundred years promise to be as extraordinary as the first—after all, legends are never finished, they simply evolve. And FENDI’s story, like the eternal city that birthed it, will continue to captivate, inspire, and endure for generations to come.
