Fendi's Fashion Evolution
Glancing through a typical collection, the nationality of this brand is in no doubt. While some people think of Italian style as glitz and Eurotrash glam, the real mainstay is well-cut, classic pieces in neutral tones and the highest quality fabrics. And for the customers of this long-established luxury brand, that means fur, leather, velvet, cashmere, shearling, croc handbags, more leather and more fur.
Shopping fever reached a pinnacle in the late 90’s with the huge demand for the desirable Fendi baguette bag; pinpointed by some as the birth of the ‘it bag’ trend which all the other luxury brands then jumped on. Another publicity flashpoint came in 2006 when Kanye West appeared at a party with the interlocking ‘F’ logo shaved into his head.
Fendi, like Chanel regular side projects is presided over by Karl Lagerfeld, 'the world’s most famous fashion designer' according to many. It is he who is responsible for that famous logo, and for the brand’s reputation for technological innovation with fur. Since his joining the firm in the 1960's, the brand has been converted from a rather traditional, fusty fashion house into the dynamic luxury label it is now, responsible for menswear, denim, fragrance, and gift ranges as well as the animal hides with which it made its name in 1918.