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Store 302
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Store: Fendi
Unit: 302
Level: 3
Phone: 0041 91 630 23 33
Brand: Fendi

In 1925, the house of FENDI is born with the establishment of the first handbag shop and fur workshop in Via del Plebiscito, Rome. The new FENDI business, led by Edoardo and Adele Fendi,immediately wins great acclaim. As the business grows, the fur workshops expand and between the 1930s and 40s, the FENDI name, already well known in Rome, becomes famous outside the capital city. At the end of the Fourties, the five daughters of Edoardo and Adele begin working for the family business, each bringing new energy and ideas. In 1965 they start the collaboration with Karl Lagerfeld. In the hands of Lagerfeld, a fashion revolution takes place: the fur is changed, moulded, redesigned and reinterpreted, becoming a fashionable, soft, light item of clothing. The materials also change and skins that had been forgotten or neglected are used in production once again. At this time the "double F" is designed. The FENDI bag is also transformed, offering new rules governing elegance and practicality, innovation and style. The answer to rigid handbags is the innovative creation of soft, unstructured bags. The leather is printed, woven, dyed and tanned to make it more soft and attractive and so begins the journey of a new generation of FENDI bags. The success of furs and bags leads to the need to offer a complete image of FENDI. In 1977 the ready-to-wear is launched. With the brand's growing success, the house's collections are expanded in 1984. Designed and followed through with extreme care, a range of foulards, ties, gloves, sunglasses, jeans and home furnishings are created. The following year, 1985, marks an important stage: for the first time, a museum, the National Gallery of Modern Art in Rome, opens its doors to celebrate FENDl's sixtieth anniversary and the twenty years of its collaboration with Karl Lagerfeld. In 1988 FENDI includes also the watches collection, under the creative direction of Silvia Venturini Fendi. A few years later the Selleria, a line made entirely by hand, is reinterpreted and relaunched. Originally created by Adele Fendi, it is re-offered with the same culture and the same techniques of the times. Handbags, travel bags and small leather goods are made from cuoio fiore, hand-finished by master saddlers, in a limited edition series. The creativity of Silvia Venturini Fendi,the creative director for accessories, leads to the FENDI Baguette in 1997. The success of the Iittle bag to be carried under the a rm, like the bread of the same name, is an immediate success. More than 1000 versions, with different, unusual materials,quickly make it an essential accessory and a collector's item. In 2000 the LVMH Group acquires a stake of FENDI, becoming in 2001 its majority shareholder. In 2005 FENDI celebrates its eightieth anniversary with the opening of Palazzo FENDI in Rome. The new headquarters, in the heart of the city, host the brand's creative soul: the studios, fur atelier, and the largest FENDI boutique in the world.

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