Fendi is an Italian luxury fashion house established in Rome in 1925 by Adele and Edoardo Fendi. Originally founded as a fur and leather-goods workshop with an accompanying handbag boutique, it has evolved into one of Italy’s most influential luxury maisons. The brand is particularly recognised for its leather goods, fur craftsmanship, ready-to-wear collections, accessories, footwear, jewellery, and its distinctive Roman identity. Today, Fendi operates as part of the LVMH Group.1

The house’s identity is built upon exceptional craftsmanship, material experimentation, family heritage, and the fusion of traditional Italian savoir-faire with contemporary fashion.

Ramon Ros assumed the role of CEO on 1 July 2025, whilst Maria Grazia Chiuri was appointed Chief Creative Officer in October 2025.2

Fendi’s history began in Rome in 1925 when Adele Casagrande and her husband, Edoardo Fendi, opened a shop on Via del Plebiscito specialising in fur and leather goods. The enterprise was initially defined by its artisanal character, with products created with an emphasis on material quality and craftsmanship rather than serving merely as fashion accessories.3

The Roman setting proved fundamental to the brand’s identity. Unlike luxury houses primarily associated with Paris, Fendi has consistently positioned itself as a Roman maison. The city’s architecture, history, art, aristocratic culture, and modern Italian design have frequently informed the brand’s fashion shows, retail environments, and visual language.

The original family business was eventually inherited by the couple’s daughters, known collectively as the five Fendi sisters: Paola, Anna, Franca, Carla, and Alda. Their involvement transformed Fendi from a traditional family workshop into an internationally recognised fashion house.

The five sisters are considered among the most significant figures in the brand’s history. Rather than simply inheriting the company, they actively participated in its development. Their collective influence established Fendi’s strong association with women, family, and collaborative creativity.

Karl Lagerfeld famously described the sisters as the “five fingers of a hand”, a metaphor for their ability to function as a single creative force.4 This philosophy remains relevant; Maria Grazia Chiuri’s debut Fendi collection in 2026 explicitly adopted the motto “Meno io, più noi” (“Less I, More Us”), referencing the sisters’ collective spirit.5

A pivotal moment in Fendi’s history occurred in 1965 when the Fendi sisters appointed the German designer Karl Lagerfeld as artistic director. Lagerfeld remained associated with the house for 54 years until his death in 2019, a tenure described by LVMH as the longest designer–fashion-house collaboration of its kind in fashion history.6

Prior to Lagerfeld, fur was generally associated with wealth, formality, heavy garments, conservative silhouettes, and traditional luxury. Lagerfeld radically altered this perception by treating fur as a fashion material. He experimented with colour, texture, lightweight construction, unusual cuts, graphic patterns, and mixed materials, transforming fur into lighter, more experimental, and artistic fashion.7

The FF Logo

One of Lagerfeld’s most enduring contributions was the creation of the FF logo. The initials are associated with the phrase “Fun Fur”, reflecting his playful approach to the house’s traditional fur heritage. The double-F motif became one of the most recognisable patterns in luxury fashion, appearing across handbags, wallets, clothing, shoes, luggage, accessories, and textiles. The logo serves a dual function: connecting the brand to its fur history whilst providing a highly recognisable visual identity for modern branding.

Fur is central to understanding Fendi. The house’s original business was built around fur and leather, and it remained a primary area of technical expertise for decades. Artisans developed techniques that allowed fur to become lighter, more flexible, colourful, sculptural, and experimental. The fur atelier is currently located at the Palazzo della Civiltà Italiana, the brand’s Rome headquarters.8

This heritage represents a complex aspect of Fendi’s contemporary identity, given the increasing controversy surrounding animal fur in the fashion industry. Whilst historically a signature material, recent creative directions have focused on reinterpreting this heritage through sustainability, sourcing, reuse, and alternative materials rather than simply repeating historical models.

Selleria is another essential component of Fendi’s identity. Deriving from the Italian word for saddlery, the technique originated in the brand’s early years under the influence of Roman master saddlers and is characterised by distinctive hand stitching.9

Whilst the FF logo represents Fendi as a fashion and branding entity, Selleria represents Fendi as craftsmanship. Artisans continue to perform Selleria stitching by hand on leather goods, maintaining a direct link to the house’s origins.10

Silvia Venturini Fendi, a third-generation member of the family, shaped much of the brand’s modern product identity. She began working alongside Lagerfeld in creative direction in 1992, subsequently taking responsibility for accessories and menswear.11 She is credited with creating two products that became central to Fendi’s modern identity: the Baguette and the Peekaboo.12

The Baguette

Introduced in 1997, the Fendi Baguette was designed to be carried under the arm, mimicking the way a French baguette is held. It was revolutionary because it was presented not merely as a practical handbag but as a fashion object with personality. Variations have included diverse leathers, embroidery, sequins, fur, exotic materials, colours, and embellishments. Its appearance in Sex and the City helped transform it from a fashion accessory into a pop-culture icon, achieving a status comparable to the Birkin at Hermès or the 2.55 at Chanel.

The Peekaboo

Launched in 2008, the Peekaboo is Fendi’s other major handbag icon. It possesses a more structured and sophisticated character than the Baguette, defined by an interior that can be revealed or concealed depending on how the bag is carried. Combining structured architecture, understated branding, sophisticated leatherwork, and distinctive hardware, Fendi identifies the Baguette and Peekaboo as its two principal handbag icons.13

LVMH acquired Fendi in 2000 and became its majority shareholder in 2001.14 This acquisition integrated Fendi into a portfolio of major luxury houses, granting access to international retail infrastructure, capital, global distribution, marketing expertise, and manufacturing investment. Crucially, LVMH’s strategy allowed Fendi to retain its distinctive Roman identity and individual history rather than becoming a generic global luxury label.24

Palazzo della Civiltà Italiana

In 2015, Fendi moved its headquarters to the Palazzo della Civiltà Italiana in Rome, one of the most recognisable examples of 20th-century Italian architecture. This decision connected the brand’s contemporary identity directly with Rome’s architectural heritage, reinforcing the link between ancient Rome, Italian architecture, and contemporary luxury fashion.15

Palazzo Fendi

Fendi also operates Palazzo Fendi, a destination that combines fashion, retail, architecture, hospitality, food, and cultural experiences. This concept illustrates the shift of modern luxury brands towards becoming comprehensive lifestyle worlds rather than simple clothing manufacturers.16

Fendi Casa

Through Fendi Casa, the brand expanded into interiors and home design, extending its visual language to furniture, lighting, textiles, and home accessories. This forms part of a broader strategy to operate as a luxury lifestyle brand occupying multiple aspects of consumers’ lives.

Fendi’s current universe encompasses a wide range of categories beyond handbags:

• Women’s Fashion: Ready-to-wear, couture, outerwear, dresses, knitwear, tailoring.
• Men’s Fashion: Ready-to-wear, tailoring, outerwear, knitwear, accessories.
• Leather Goods: Handbags, wallets, luggage, small leather goods.
• Shoes: Sneakers, loafers, boots, sandals, heels.
• Accessories: Sunglasses, scarves, belts, hats, jewellery.
• Jewellery: Fine jewellery, fashion jewellery.
• Home: Fendi Casa.

Since 2020, Delfina Delettrez Fendi, a fourth-generation family member, has served as Artistic Director of Jewellery, maintaining a direct connection with the founding family.17

Fendi’s evolution can be traced through its succession of creative leaders:

• Adele & Edoardo Fendi (1925): Established the original Roman workshop and boutique.
• The Five Fendi Sisters (Mid-20th Century): Transformed the family business into an international luxury house.
• Karl Lagerfeld (1965–2019): Created the modern aesthetic, revolutionised fur, and introduced the FF logo.
• Silvia Venturini Fendi (1990s–2020s): Developed accessories, menswear, and iconic bags.
• Kim Jones (2020–2024): Served as Artistic Director of Couture and Womenswear.18
• Maria Grazia Chiuri (2025–Present): Appointed Chief Creative Officer in October 2025; presented her first collection (Fall/Winter 2026–27) in February 2026.

As of 2026, Fendi is in the early stages of a new creative era under Maria Grazia Chiuri. Her appointment marks a return to the house where she began her career under the guidance of the Fendi sisters.19 Her debut collection emphasised collective creativity, Italian craftsmanship, femininity, and a contemporary reinterpretation of fur, utilising the phrase “Meno io, più noi” to signal a focus on collaboration over individual authorship.20

Current key leadership figures include CEO Ramon Ros (appointed July 2025), Chief Creative Officer Maria Grazia Chiuri, Jewellery Artistic Director Delfina Delettrez Fendi, and Honorary President Silvia Venturini Fendi. Chiuri’s first collection in February 2026 serves as a significant reset point for the brand’s contemporary fashion direction.25

Fendi is renowned for staging fashion shows in extraordinary architectural locations, integrating its products within monumental cultural heritage. Notable examples include:

• 2007: Became the first fashion maison to stage a show on the Great Wall of China.21
• 2016: Celebrated its 90th anniversary with a show at Rome’s Trevi Fountain.22
• 2019: Presented a couture show at the Temple of Venus and Rome as a tribute to Karl Lagerfeld.

Fendi’s philosophy is anchored in several core pillars: craftsmanship, innovation, family heritage, Roman identity, experimentation, creativity, and product icons. LVMH describes the contemporary brand through the combination of quality, tradition, experimentation, and creativity.23

The brand occupies a distinctive position within the Italian luxury landscape. Compared to peers, Fendi is defined by Roman craftsmanship, fur, leather goods, and experimentation, distinguishing it from the intellectual minimalism of Prada, the maximalism of Gucci, or the understated leather craftsmanship of Bottega Veneta. Its unique status stems from a luxury foundation built originally on making things exceptionally well, which was subsequently layered with fashion experimentation, global branding, and corporate scale.

• 1925: Adele and Edoardo Fendi establish the business in Rome.
• 1930s–50s: The Fendi family develops its reputation for leather and fur.
• 1965: Karl Lagerfeld becomes artistic director; FF logo and modern fur experimentation emerge.
• 1992: Silvia Venturini Fendi begins assisting Lagerfeld.
• 1997: The Baguette bag is introduced.
• 2000–01: LVMH acquires Fendi and becomes majority shareholder.
• 2008: The Peekaboo bag is introduced.
• 2015: Headquarters move to Palazzo della Civiltà Italiana.
• 2019: Karl Lagerfeld dies after 54 years with the house.
• 2020: Kim Jones appointed Artistic Director of Couture and Womenswear; Delfina Delettrez Fendi appointed Jewellery Artistic Director.
• 2024: Kim Jones departs.
• 2025: Ramon Ros becomes CEO; Maria Grazia Chiuri becomes Chief Creative Officer; Silvia Venturini Fendi becomes Honorary President.
• 2026: Chiuri presents her first collection, beginning a new creative chapter.26

1. The History of Fendi
2. Fendi, high end ready-to-wear – Fashion & Leather … – LVMH
3. Appointments at Fendi, Louis Vuitton & KENZO – LVMH
4. Maria Grazia Chiuri named Chief Creative Officer a… – LVMH
5. Fendi Fur
6. Maria Grazia Chiuri presents first collection for … – LVMH
7. Fendi Selleria Since 1925
8. Silvia Venturini Fendi is taking on the role of Ho… – LVMH
9. Store Manager – Fendi – FEND04595 – LVMH
10. Senior Manager, Demand & Distribution Planning – F… – LVMH
11. Legal Manager – Fendi – FEND04552 – LVMH
12. Internship within the Retail Training team – Fendi… – LVMH
13. Intern – Fendi – FEND04525 – LVMH
14. IML Annual Career Fair Event 2026 – Fendi – _FORGA… – LVMH
15. Retail Control Manager – Fendi – FEND04497 – LVMH
16. Maria Grazia Chiuri présente sa première collectio… – LVMH
17. Client Advisor – Fendi – FEND04453 – LVMH
18. Nominations chez Fendi, Louis Vuitton & KENZO – LVMH
19. Fendi, high end ready-to-wear – Fashion & Leather … – LVMH
20. Fendi, prêt-à-porter haut de gamme – Mode & Maroqu… – LVMH
21. Fendi, prêt-à-porter haut de gamme – Mode & Maroqu… – LVMH
22. Fendi, prêt-à-porter esclusivo – Moda e Pelletteria – LVMH
23. Fendi、ハイエンドなプレタポルテ – ファッション＆レザーグッズ – LVMH – LVMH
24. Fendi、ハイエンドなプレタポルテ – ファッション＆レザーグッズ – LVMH – LVMH
25. 2026 LVMH Prize for Young Fashion Designers, 13th edition
26. Solid performance in a disrupted global economic a…