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Fendi

 

Fendi

Company: Fendi

Brand value: US$1,545 million

Headquarter city: Rome

Category: Luxury

Year formed: 1925

 

Fendi is a luxury fashion house whose specialities include fur, ready-to-wear clothing, leather bags and accessories, shoes, fragrances, eyewear and timepieces. It is best known for its use of fur and for its iconic Baguette and Peekaboo handbags. Since 1997, 1,000 versions of the Baguette have been produced. Fendi was founded by Adele and Edoardo Fendi in 1925 in Rome; in the 1940s, their five daughters became involved, bringing new creativity to the business, and a granddaughter of the founders, Silvia Venturini Fendi, is now creative director for accessories and menswear. Designer Karl Lagerfeld joined Fendi in 1965 and was creative director for fur and later ready-to-wear fashion. Fendi now sells through more than 240 stores around the world, and its double-F logo, developed in the 1960s, is widely recognized. Fendi is famous for outstanding fashion events; in 2007 it held a fashion show on the Great Wall of China that was visible from the moon, and in a world first in 2014-15, launched its fall-winter collection in silhouette filmed by drones. Advertising is centered on print, with strong images of famous models and actors. The recent #fisforfendi campaign highlighted brand values Fendi associates itself with. F stands for freaks, faces, freedom and fearlessness. The business is still based in Rome and the brand has donated more than €2 million towards the restoration of the world-famous Trevi Fountain in the heart of the city. Fendi has since 2001 been part of the multinational luxury fashion group LVMH, which is listed on the Euronext Paris Eurolist.