Fendi is an Italian fashion designer brand by Adele casagrande. Fendi was named after Adele's wife Edoardo Fendi in 1925. What started from a leather and fur workshop has now become an international recognized symbol of unexpected luxury in ready-to-wear, beauty, and beyond. It is one of the few Italian companies which is run by the female members of the family. Fendi originally only specialized in high quality leather and fur goods in Rome. In 1955 Fendi moved a step further by introducing more products with the first Fendi fashion show. A ready-to-wear sports line was introduced, but Fendi was better known for its striking fur collections which were designed by German designer Karl Lagerfeld. Karl was responsible for creating recognition of Fendi with the double f monogram. The double f logo is now an instant status symbol on all the Fendi products.

Lagerfeld was innovative in his treatment of fur, he transformed stiff and heavy garment into a light, soft, easy-to-wear and above all flattering outfit. This has always been the an added benefit to keep fendi ahead from the competitors.The designers found new ways of working with fur like tanning, dying, and treating unused skins into fashionable garments. Lagerfeld lined denim coats with mink. He started using squirrel skins which was an immediate success with the foreign buyers. Lagerfeld gave fendi a Super-trendy European glam look wrapped in plenty of fur.

In 1969 the first ready-to-wear fur collection by Fendi was presented at Palazzo Pitti in Florence, bringing continuously evolving techniques and imaginative designs to lower-priced furs without sacrificing quality. Lagerfeld coverd an entire fur coat with wovwn mesh. He has always been creative in his designs, in 1993-94 for autumn-winter he produced a small zipped bag that unfolded into a calf-length fur coat. The fur sales continue to be the major part of the company's business. The Fendi sisters have been successful in changing the age-old tradition of fur from being a status symbol to a prestigious high fashion garment.

Fendi has extended the brand with the emergence of new products like:

1. In 1985, fendi inroduced its first perfume Fendi for Women.Later more fragrances were added like Theorema Uomo and Fendi Uomo (for men) and Celebration and Fantasia (for women).
2. In 1989, cross pens have been licensed by Fendi. Fendi's logo has been used on the pens.
3. Fendi has licensed their name for watches known as swiss movements.
4. Fendi inrodued eyewear line which includes prescription eyeglasses and sunglasses in addition to non-prescription sunglasses.
5. The latest offering from Fendi is a wide variety of home furnishings, specifically bed linens.

The brand also sells accessories,ready-to-wear, knitwear, beachwear, eyewear, watches, gloves, lighters, glasses and more. In 1999 Fendi opened its first flagship store in Paris.

n March 2001, Fendi opened its first freestanding 6,000-square-foot store at Paris headquarters. The new store sold a full line of accessories, shoes, luggage, ready-to-wear, and a fur line heavily tinged with mink. Fendi's accessories are found on the arms of many stars. Its clothing and fur line have been showcased by supermodels like Naomi Campbell etc. Fendi boutiques are now spread all over the world including the American market with stores in New York, Bal Harbour and the Galleria in Houston.