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The Fendi History 
Fendi Third Generation 
Fendi's Sister's Role

The Fendi History 
1925 Edoardo and Adele Fendi, just married, open a small leathergoods shop and fur worshop on via del Plebiscito. Itís the postwar period during which the new middle class is trying to find the way to recover. With that historical and social background the shop is an immediate success, because of the quality of the bags and the skillful workmanship of the furs.
1932 The Fendis expand and open another bigger shop and atelier on via Veneto, a residential area near via Veneto that is becoming an important commercial centre in that period. As the business is growing, the fur workshop is enlarged and the Fendi name, already famous in Rome, becomes well-known outside the boundaries of the town. The italian woman is fascinated by Fendi items, and the brand is going to become synonym of taste and style.
1946 The second Fendi generation is fatally attracted by the parentsí business. Paola, the eldest daughter, is the first one to join the company at fifteen. The four sisters follow as soon as they graduate from high school: a new entry every couple of years. It is the time in which Italy lives the frantic struggles of the post-war reconstruction. The role of women is changing in the entirely new scenary that emerges in the Fifthies and Paola, Anna, Franca, Carla and Alda, bring in new energy and new, modern ideas both for leather goods and furs. Their mother Adele encourages them, and her tenacity and personality will be a very important guide-line for their working training.
1964 Fendi is by now a well-known name in Italy. The family opens the first of several future Fendi shops on via Borgognona, which is at the time a small street of craftman. There, important names open up shops on the street and Anna Fendi creates an association of merchants (Associazione di via Borgognona, of which she is the President today) whose objective is to preserve the characteristic aspect of the road. Since many years it is considered the most elegant street in the city.
This is an iportant year for Fendi that starts to work with Karl Lagerfeld, a young designer who is becoming well-known in Paris. The double FF logo is created and it has since become the symbol of a style. Interpreting the desires and suggestions of the Fendi sisters, Lagerfeld changes the whole concept of fur. What had always been a precious but stiff and heavy coat, becomes light, soft, easy to wear and suits women. The cooperation between the Fendis and Karl Lagerfeld pushes them towards the research of new materials and Paola Fendi tests new techniques. Furs that have been forgotten or put aside because considered as "poor" are used again. The workshops try tannings, colours and combinations, fur are cut, woven and inalid. Today Fendi is considered the leader brand in the fur field, because thanks to its tradition and continuous research, it has succeeded in creating a product that looks to the future without losing the important values of the past. 
1966 The revolutionary methods characterizing the new fur collections are ready to be committed to the press and buyers consent: Fendi presents its first couture collection designed by Karl Lagerfeld. Success is immediate and the intrnational market starts paying attention to this new name.
1968 Following the natural expansion of the Fendi products, the Fendi bags are discovered in Rome by Marvin Traub. He is the legendary President of Bloomingdalesí and a refined talent- scout. The bags make their first appearence in New York. The same year the Fendis organize a fashion show in Japan. Mr Sakai, President of AOI (one of the leading disrtibutors in Japan of luxury items) is there to have a look. Again, itís a "coupe de foudre". Fendi starts its expansion on the Japanese market.
1969 Fendi creates its first RTW fur collection which, when combined with craftmade workmanship, research and experience, reproduces the idea and quality of a limited- production collection. The results are as good as expected: beautiful furs at reasonable costs and retail prices. Fendi thus brings its RTW furs to Palazzo Pitti in Florence, where foreign buyers are officially introduced to the new line. Fendi strives to meet the needs of foreign markets by incorporating new ideas and suggestions received from abroad. By doing so, Fendi attracts the attention of major American stores. Leather goods and furs evolve jointly; the same ideas inspire both fur collections and leather accessories. Womenís bags become fashion items, at the same time practical and functional, and designed with the same revolutionary principles as the furs. The leather is printed, meshed tinted and tanned to become softer and more beautiful. 
In addition to the famous classic canvas created as an alternative to leather in 1968, Fendi introduces striped caucciÙ (ribber rubber), various waterproof fabrics, and today the traditional colours Fendi, black and mud, are reproposed in stripes, dama and regimental patterns.
1977 A second RTW line, an apparel collection, is created to complement the fashion image of discerning women who look for the same style and taste for their clothes as they do for their furs and accessories. Its success has grown steadily and, just as furs and bags, the Fendi coat or dress is immediatly recognized for its distinctive look and workmanship.
1984 As furs, leather goods and ready-to-wear are having a great success, Fendi diversifies into a series of new products and lines and accessories, successful because they are created with the same attention to detail and fashion associated with the Fendi name: jeans, gloves, ties, glasses, lighters, foulards, pens that together represent the wide Fendi world.
1985 Itís very important year in the Fendy history. It marks sixty years of business and twenty years of work together with Karl Lagerfeld. Fendi celebrates this anniversary with a special exhibition at the National Gallery of Modern Art in Rome, the first "fashion" exhibition ever presented in a national museum in Italy, illustrating the complexity of creative and technical work involved in the development of a collection. At the same time Fendi launches its first woman fragrance.
1986 The Italian President awards Paola Fendi the title of "Cavaliere del lavoro". It honours her fourty years of work in the company and it also reflects on the family, the staff, and in essence, on Edoardo and Adele.
1987 For the Fendi brand, that costantly proposes new ideas and follows the market needs, a new interesting market share is aquired: the Fendi third generation launches Fendissime, a line that includes not only furs, but also sportwear and accessories, conceived by young people for a young and less young clientele. Fendissime will grow independently from the other Fendi lines.
1989 Fendi Uomo, a man fragrance, has a worldwide launch and equals the success of the womanís perfume. To underline its commercial success oversea, Fendi opens its forst flagship store in the United States on Fifth Avenue, New York. With a retail space of 22,000 square feet, this store offers, for the first time, the entire Fendi world under one roof.
1990 Fendi uomo menswear is launched: the man as interpreted and clothed by the five sisters. It is a complete line of menswear and accessories for every moment and circumstance in a manís life.
1992  As the market is growing, Fendi has a logical expansion which lead to an increase in the production of Fendi goods and to the reorganization of the company premises. All the Fendi officis, creative studios, a 2000 square meters fur worshops, the showroom, the warehouses and packaging facilitites, preciously scattered in various areas of Rome, are gathered in a 13,000 sq.m. compound.
1994 It is an important year for the history both of the Fendi family and of the company. The Fendi family makes important changes in the administrative organization of the company. The third generation is admitted to the Board of Directors. As a natural turnover of power, Carla Fendi is named President of the Boards, taking the place of her sister Paola.
1995 Today the Fendi company has over 380 employees, in addition to the almost 2000 people involved in its various related activities. Roughly 70% of the overal production is geared for export. 100 boutiques, 2 direct Fendi stores in Rome and New York and 600 points of sale scattered in Italy and abroad.
Fendi Third Generation 

Paola Fendi Saracino 
Sons: Alessandro and Simona 
ALESSANDRO collaborates for Fendi Usa and Fendi store as a legal consulent. 
SIMONA She is a fur expert and works in this sector for Fendi and Fendissime. 

Anna Fendi Venturini 
Daughters: Maria Teresa, Maria Silvia, Maria Ilaria 
MARIA TERESA Since 1987 she is working in the Design office of Fendissime and is in charge for the press, advertising and image offices. She is also a member of the Board of Directors. 
MARIA SILVIA She has beenn working in the Design Office of Fendissime since 1987. In 1992 she starts to work on the Fendi ready-to-wear also coordinating all the Fendi licenses. 
MARIA ILARIA Since 1992 she is working for Fendissime designing and creating all the collections together with her staff. 

Franca Fendi Formilli 
Sons: Guido, Federica, Andrea, Luca. 
GUIDO He is in charge for Fendi and Fendissime fur sections. He is a member of the Board of Directions. 
FEDERICA Since 1987 she is coordinating all creative sectors of Fendissime. 
ANDREA He supervises the Fendi leather deparment and the factory in Florence being responsible for the whole production. 
LUCA He is working in the Fendi legal office in Rome. 

Fendi Sisters' Roles 
Alda Fendi Caruso 
Daughters: Giovanna and Alessia 
GIOVANNA She is working in the Fendi legal division. 
ALESSIA She is working as sociologist and analyst of the companyís organization. 

PAOLA FENDI is responsible of the entire fur department. She therefore follows the production process, from the research of new manufacturing methods and materials, to the design stage, through the realization of the entire collection. 

ANNA FENDI Being the creative mind of the company she directs the Design deparment following the entire realization of the Fendi lines. She follows the development of every production phase, step by step, until the final product. 

FRANCA FENDI Responsible for all the direct Fendi sale points in Rome. She is therefore in charge of purchasing these products for Fendi stores. 

CARLA FENDI President of the Board of Directors for the Fendi Group companies she is also in charge of the entire communications department. These include the Press office, the Advertising and Image department around which all events evolve, such as the programming of a fashion show, the display of all the Fendi sales points and the image of all licenses. 

ALDA FENDI is responsible of the fur boutique in via Borgognona in Rome and follows all the production steps regarding the top class fashion furs. She is also member of the Board of Directors for all the companies of the Fendi Group.