Fendi began in 1925 when Adele and Edoardo Fendi established a leather goods store in Rome.
Initially, they focused on fur coats, inspired by the fur collars trending in Hollywood at the time, which led to their success and established Fendi as a status symbol for Italian women.
In 1946, Paola, the eldest of Fendi's five daughters, started working at the age of 15. She was soon joined by her sisters, Anna, Franca, Carla, and Alda, who all continued their mother Adele's legacy, known as the "great mother."
In 1965, the young designer Karl Lagerfeld, then just 27, was brought on as the head designer. He introduced innovative techniques such as enamel coating and intricate stitching, transforming the classic image of fur into something creative and functional, garnering much attention.
In 1969, Fendi launched its ready-to-wear fur coats. During this time, Lagerfeld proposed using the "Double F" logo, which had been used as lining for coats and bags since the 1940s, on the outside, creating the famous "Zucca" pattern.
