FENDI Perfume
The Italian fashion designer brand Fendi was started in 1918 by Adele Casagrande when she opened a leather and fur shop in central Rome. After her marriage to Edoardo Fendi in 1925, they decided to change the company name to Fendi.The business quickly prospered, and in 1932 a new shop was opened in Via Piave. By 1946 the couple’s eldest daughter Paola joined the firm at age 15, followed after the death of their father in 1954, by her four sisters Carla, Anna, Franca and Alda. In this respect Fendi is unique as a family dynasty run by females. Originally specializing in producing high-quality furs and leather goods the firm moved toward a more high-fashion profile after Edoardo’s death, with the first Fendi fashion show staged in 1955.
Although Fendi produces a ready-to-wear sports line, it is best known for its dramatic fur collections. In 1965, German designer Karl Lagerfeld joined Fendi, and this union proved to be fortuitous for both parties. Lagerfeld soon brought the Fendi name to the attention of the fashion press and created the inverted FF logo that became a status symbol. With the Fendi sisters, Lagerfeld revolutionized the treatment of fur from what had previously been stiff, heavy garments to a light, soft, easy to wear flattering outfit. The team invented new ways of working with fur, dyeing, tanning and treating, taking previously unused skins and transforming them into designer garments. Lagerfeld’s designs sometimes made real fur look fake, and he often used unconventional furs such as squirrel and ferret.
In 1966 Fendi presented its first couture collection to huge acclaim. The President of Bloomingdales introduced Fendi’s leather goods to his stores, starting with New York. 1969 saw the first Fendi ready to wear fur collection at Palazzo Pitti in Florence, bringing lower priced, but high quality furs. 1977 saw the first Fendi apparel collection and in 1980, the double FF logo was redesigned.
Like most luxury goods brands, Fendi soon moved into the accessories market producing gloves, lighters, pens, glasses, as well as fragrances. Its first perfume, Fendi for Women, was launched in 1985. The line has been expanded to Theorema Uomo and Fendi Uomo (for men) and Celebration and Fantasia (for women).
In 1987 Fendi launched Fendissime, a line aimed at a younger clientele that included sportswear and accessories as well as fur. This was third generation Fendi, designed by younger members of the Fendi dynasty.
In 1989, their first flagship store opened on Fifth Avenue, and in that same year Uomo, a fragrance for men was launched. This was followed by the launch of Uomo menswear the next year.
In 1997 Fendi launched the Baguette, a little handbag so-called as it carried like French bread, to great demand. The Fendi reputation went through the roof and long waiting lists for the item were reported.
Fendi opened its first freestanding store in Paris in March 2001, a 6,000 square-foot headquarters, re-establishing Paris as fashions capital. Fendi’s most recent expansion has been in interiors, with Fendi Casa, a collection of stylish home furnishings.
|
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|