Fendi is an Italian luxury fashion brand which, like many other successful labels, started as a small workshop with a great care and respect for certain crafts. In 1925, Edoardo Fendi and Adele Casagrande opened a shop in Rome selling leather goods and luggage, with a small fur atelier in the back. In 1965, after the four daughters of the Fendi family take over the business, they bring Karla Lagerfeld at the helm of the creative department. The designers dreams of making lightweight fur coats that can also be worn during the day. Lagerfeld is responsible for the double F logo of Fendi, the initials coming from Fun Fur, a term he used often. In 1977, Fendi found an original way to promote its first ready-to-wear collection: through a fashion clip. The short film was considered groundbreaking at the time. Fendi also started producing watches using Swiss expertise. If you do not know the Fendi fur range, you definitely know some of its IT bags like the Baguette bag which quickly became a hit. Fendi is now owned by LVMH.