Fendi turns 100 this year, and what a century it has been! From a small leather and fur shop in Rome to a world-renowned luxury fashion house, the Double F brand has become the utmost expression of “elegance, craftsmanship, innovation, and style,” as described by LVMH, Fendi’s parent company.
Fendi’s story combines fashion, creativity, family, and a passion to push boundaries. Let’s take a closer look at how Fendi evolved from the vision of the Fendi sisters to the modern era under Kim Jones.
Founding Era: The Birth of Fendi
Truly ahead of her time, in 1918, entrepreneur Adele Casagrande opened a small leather and fur shop in Rome. It was a modest beginning, but her creativity and assiduity set the foundation for what would become one of the most influential luxury brands in the world today. It wasn’t until 1925 that she and her husband, Edoardo Fendi, decided to rename the company “Fendi.”
The Fendi Sisters’ Legacy
The year 1947 was a turning point for Fendi, when Adele and Edoardo’s daughters—Paola, Anna, Franca, Carla, and Alda—joined the business.
The sisters divided their roles equally. Paola oversaw the fur segment with its dyes and tanning processes; Franca handled purchasing and managed the sales point on Via Borgognona; Carla led the sales and press offices; Alda supervised the atelier and fur laboratory; and Anna directed the design and licensing office. They certainly took after their mother and made her proud.
From the very beginning, Fendi remained rooted in family values and Italian craftsmanship, and the sisters were custodians of that legacy. Together, they expanded Fendi’s offerings and paved the way for its future success.
Karl Lagerfeld Era: Reinventing Fendi 
In 1965, Karl Lagerfeld joined Fendi as creative director. Anything he touches turns to gold, and his impact on Fendi is nothing short of extraordinary. His talent and genius turned the brand into a global sensation almost overnight. His introduction of the Double F logo in 1966, short for “Fun Fur,” became a symbol of luxury and is instantly recognizable worldwide. He redefined fur from a traditional material into something modern, playful, and versatile. He even experimented with cutting, dyeing, and weaving techniques to create pieces as artistic as they were wearable.
Aside from fur, Lagerfeld expanded Fendi’s horizons by offering ready-to-wear, accessories, and fragrances. His creativity knew no bounds, and his ability to blend Fendi’s heritage with forward-thinking designs set a new standard in fashion. In 2007, he organized the first-ever fashion show on the Great Wall of China, merging spectacle with a grand backdrop of Middle Empire landscapes. The show demonstrated what Lagerfeld was capable of and solidified Fendi as a symbol of cultural convergence. While he passed in 2019, his spirit lives on with the brand.
Modern Era: Kim Jones Takes the Helm
In 2020, British designer Kim Jones stepped into the role of artistic director, bringing a fresh perspective to Fendi. Known for his work at Dior Men and Louis Vuitton, Jones was no stranger to luxury fashion. His appointment signaled a new chapter for Fendi, one that would honor its roots while embracing contemporary trends.
His collections often feature a mix of classic Fendi elements and modern touches. He respects the brand’s history and traditions but isn’t afraid to experiment with new ideas. Collaborations have also been part of Jones’ strategy. For example, the Fendi x Versace partnership, dubbed “Fendace,” was one of 2022’s most anticipated designer drops. Similarly, the Fendi x SKIMS collaboration brought a fresh, sexy appeal to the brand. These partnerships have helped Fendi stay relevant in a rapidly changing industry.
Jones also advocates for sustainability and inclusivity. From using eco-friendly materials to casting diverse models, he has made it clear that Fendi is committed to evolving with the times. His approach has resonated with a new generation of haute couture enthusiasts.
Kim Jones Exits Fendi
In October 2024, Kim Jones stepped down as Fendi’s artistic director and head of womenswear. His departure left big shoes to fill, and while LVMH hasn’t named a successor, speculation is rife. Among the rumored candidates is Pierpaolo Piccioli, the former creative director of Valentino, known for his romantic, bold designs and masterful use of color.
Fendi’s Iconic Handbags 
No discussion of Fendi would be complete without mentioning the Baguette. Designed by Silvia Venturini Fendi in 1997, the bag became an instant classic. Its iconic moment in an episode of Sex and the City, where Carrie Bradshaw sassily quips, “It’s not a bag, it’s a Baguette,” made it a favorite among fashionistas throughout the 90s and early 2000s. Its resurgence in recent years reinforced its standing as a must-have accessory.
The Peekaboo bag is another Fendi favorite. Launched in 2009, it quickly became a symbol of understated luxury. Its clean lines and timelessness have made it a collectible among fashion insiders and celebrities alike.
Fendi Today: Celebrating 100 Years
In February 2025, Fendi commemorated its 100th anniversary with a co-ed runway show that reflected on its rich history while looking ahead to the future. With Kim Jones’ resignation, it was up to Silvia Venturini Fendi, creative director of accessories, menswear, and childrenswear, to design both the women’s and men’s lines. “Fendi reminds me of the future,” she shared, “I didn’t want to spend too much time dwelling on the physical archives. For me, Fendi 100 is more about my personal memories, real or imagined, of what Fendi was and what Fendi means today.”
The opening look, a striking fur coat paired with a leather bag, paid homage to Fendi’s origins in fur and leather craftsmanship. Fur remained a central theme throughout the collection, elevating jackets and stoles, while leather took on versatile forms: tailored trousers, mixed-material coats, and knee-high boots with chevron patterns. Dresses sparkled with jewel embellishments, complemented by shimmering pumps. On the menswear side, the vibe leaned relaxed, with chunky knit sweaters and clean-cut, straight-legged trousers dominating the lineup. As the show wrapped, the venue turned into a lavish birthday celebration with musician Sean Paul taking the stage.
Keeping a brand alive for ten decades is anything but easy. As the brand celebrates 100 years, one thing is clear: Fendi’s legacy is far from over. Here’s to the next century of Double F. There’s no doubt that Fendi will remain a force to be reckoned with in the high fashion industry. 
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At Biltmore Loan and Jewelry, we buy authentic Fendi items at competitive prices. Get a good offer today and turn your pre-loved Fendi into cash or credit for something new. If you’re ready to sell, or perhaps get a collateral-based loan, request an online appraisal here or drop by our office at 10830 N Scottsdale Road, Mondays through Saturdays.