Heraldic Workshop from the Art Studio "Traditions of Times"

In 1925, Rome wasn't yet a fashion dictator. It was a place where craftsmanship and family business were valued. And in this city, where every street recalls entire eras, Adele Casagrande opened a small leather and fur workshop on Via del Plebiscito. She soon married Edoardo Fendi, and the business acquired a name that would resonate for a century. Adele was more than just an artisan, but a woman of character. It's said that her husband affectionately called her "the squirrel" for her tireless work ethic. This furry little animal was even made the house's first, playful symbol. But the true Fendi code was written later. After 1945, management of the workshop passed to the five daughters of Adele and Edoardo, Paola, Anna, Franca, Carla, and Alda. This is a unique case in the history of fashion. Five women, five temperaments, one surname—the sisters united to develop the family business. Each was responsible for her own direction, intuitively dividing the empire like the five fingers of a hand. But in 1965, a man entered this feminine universe. The young German designer Karl Lagerfeld joined the Roman house of Fendi and remained there for 54 years. Lagerfeld understood that legacy should become a language understood without translation. Supposedly, at one of his first meetings, he took a sheet of paper and sketched out a design. Thus was born the double "F"—one letter upright, the other facing backward, as in a mirror.

The graphic was a play on the word "Fun Fur." It also perfectly resonated with the Fendi brand name. This play on words gave the brand both a slogan and a monogram in a single image. Lagerfeld wanted to convey that fur need not be a heavy status symbol, but a light, ironic, almost daring one. Thus, the monogram logo became both a symbol and a mood. Initially, the inverted "F" adorned only the linings of fur coats, then migrated to bags, fabrics, and accessories. In the 1980s, the "Zucca" motif appeared—an endlessly repeating monogram pattern that is as recognizable today as Roman mosaics. And the vertical "Pequin" stripes added a touch of travel-friendly graphic appeal to the collections. Bags that became legendary. In 1997, the founders' granddaughter, Silvia Venturini Fendi, created the Baguette, a small bag worn under the arm like a French baguette. It wasn't practical; it was bold. Later came the Peekaboo, one of the most iconic bags in Fendi's history. Elegant, with a secretive nature, as if playing hide-and-seek. In fact, the name itself literally translates as "peek-a-boo," meaning "hide-and-seek." And the Selleria bag line, born in the 1930s, cherishes the memory of Roman saddlers, those who for centuries crafted saddles for the horses of the Roman nobility. It was from them that Adele and Edoardo Fendi learned to work with leather by hand, imbuing them with a strong quilting technique and a respect for the material. To this day, every piece from the Selleria line bears a sterling silver tag with a unique number, as a signature of the master and a reminder that the craft never ages.

The house speaks to the world not only through objects but also through space. Fendi conducts this dialogue between past and present not only in its archives but also on the world's most incredible catwalks. In 2007, the Fendi show took place on the Great Wall of China, with 88 models and 88 meters of runway. In 2016, the show took place at the Trevi Fountain in Rome. Models literally walked on water, paying tribute to the city that has always been the main muse of the Fendi fashion house. And in 2025, Fendi celebrated its centenary. The anniversary show in Milan began with a touching scene when twins Dardo and Tazio, the youngest in the family, opened a heavy door recreated in the image of the first salons on Via del Plebiscito. Silvia Venturini Fendi returned to lead the accessories line and brought back the iconic Spy bag, while Delfina Delettrez Fendi, the fourth generation, transformed the monogram into jewelry art.

Today, Fendi is entering a new era. Maria Grazia Chiuri, a symbolic figure, was appointed creative director. She began her career at Fendi, working on accessories with Silvia, and now returns to lead the house further. Her debut collection was presented in Milan in February 2026. The Fendi fashion house is part of the LVMH group. What remains the same? Monogram, two letters FF. They still look at each other a century later. One to the past, the other to the future. And this mirror reflection is the whole essence of Fendi. Not just a monogram logo, but a promise that luxury can be alive, craft can be modern, and the whole family becomes one and the main author of its history.
Photo from fendi instagram resources