Adele Casagrande was in charge of giving life in 1918 to the Italian fashion brand Fendi. The brand name originates from her marriage in 1925 with Edoardo Fendi.
There are about 1200 stores worldwide, all with Karl Lagerfeld´s hands, the creative director of the brand.
Clothing ready-to-wear, perfumes, sunglasses and watches are some of their products and they all belong to the LVMH group.
Together with his 5 daughters (Paola, Anna, Franca, Carla and Alda) his first business was born in the 60s and sold primarily skin handbags and worked by hand. Adele inculcated from the outset the idea that “the family united will never be defeated”, being them responsible for carrying out the brand logo, the double F, one of the most famous and prestigious brands worldwide.
Together, the five, you complement one another wing; separate … I don´ t know what to say
-Adele Casagrande
The brand is proud to have presented one of the first bags it at the time, and now has more than 600 versions. His name is Baguette, and every season is renewed for between about 30 and 40 new versions. Until 2007 and they have sold more than 800.00 copies. Its creator was at the request of Lagerfeld, Silvia Fendi, daughter of Anna Fendi.
The idea was to make a beautiful little bag for the day; something very Roman, probably: go out and break a rule. It was not functional at all, was small and went against the dominant aesthetic
-Silvia Fendi
Such was the success of the bag that Sharon Stone, Jennifer Lopez and Sarah Jessica Parker have been some of the lucky ones to have this bag. And it is that as stated by Silvia own:
Me gusta pensar que nuestro bolso es algo que guardas para dárselo a tu hija, que se trata de un objeto más que de un simple bolso
-Silvia Fendi