FENDI

Fendi was created in Rome in 1925, the brand started to work with leather goods but quickly transferred into the fur business. The double F logo that Fendi has was created by Karl Lagerfeld and it stands for fun furs. Even after hiring Lagerfeld the company was still family run, they just had more help now and the five Fendi Daughters worked very closely with him. In the 1980’s the fashion house took off. It even designed the uniforms for the Roman police, reminding customers of the brand's Italian roots. Silvia Fendi is responsible for the company's most iconic bag, the Baguette. Although the company was taken over by LVMH the Fendi family remains in control.