Fendi's greatest achievement was to update fur's traditional image by giving it a contemporary edge. Here, fox is seen transformed into a punk coat. Adele Casagrande founded the company in 1918, changing its name when she married Edoardo Fendi in 1925. Since then Fendi has remained a family-run business, now managed by granddaughter Silvia after she inherited it from Adele's five daughters. Karl Lagerfeld became creative director in 1965 and introduced the family's now-iconic double-F motif in 1969. Under Lagerfeld the brand continues to make innovations in fur, combining a high-fashion aesthetic with high-tech developments, such as tiny perforations that make the coats lighter to wear. Also renowned for their bags; Fendi's "Baguette" handbag has become somewhat of an icon, and as such was widely copied when it was reintroduced in the late 1990s.
Also look up for Lagerfeld, Léger, Prada, Revlon
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