FENDI – THE ONE & ONLY

Fendi_13_35__dan0709

Another amazing collection from FENDI, take a look.

Born second of the five most famous sisters in the world, Anna has always chosen to play the role that best suits her: The Creative. Hardworking and determined, with a scrupulous attention to the aesthetic detail, she has dedicated her professional and her private life to creativity. As historical collaborator of Karl Lagerfeld, for the past 30 years she has been in charge as Head of Development of all Fendi collections and of the multiple licenses connected to the brand.

The beginnings

Born in Rome to Edoardo and Adele, she became passionate about fashion whilst spending time in the family boutique, specializing in leather and fur accessories, that opened in 1925 in via del Plebiscito – four other boutiques will open later in the 50’s in Rome. After her father’s early death, she completed her studies and started working with her mother and sisters in the boutique immediately afterwards. Each sister will soon take on a specific role: Paola as the expert in fur, manufacturing, dying and tanning; Franca as Head Buyer and Store Manager at the store in Via Borgognona; Carla as Accounts Director and Press Office; Alda as Director of the furs atelier and workshop; Anna, as Head of Development and Licensing.

Fendi_33_42__dan0925

The Fendi sisters

Anna revolutionized the leather and accessories sector, by brainstorming both new materials and manufacturing concepts for the new lines. She in particular re-thinks handbags, by destructuring them and adding an innovative softness.

“Initially, each of us used to make herself useful wherever she was needed, but afterwards each of us started to take over different tasks as a result of following our own personal inclinations. Since my first work experience, my vocation has been that of the creative person within the company. But when it came to the actual collections, we were all united, like the five fingers of a hand: each of us was different, but each of us complemented the others.”

1960

She is responsible for the decision to concentrate the atelier, the showroom, the internal workshops and the selling area all in one place. All under the roof of a former theatre in Via Borgognona. This will become the historical Fendi Headquarters.

1965

Count Savorelli di Lauriano puts her in contact with an emerging talent who has just arrived in Rome from Paris; that’s how the prolific and untarnished partnership with Karl Lagerfeld starts.

Fendi_41_53__dan1010

1970

Fendi Collection is presented for the first time at Pitti in Florence, then in Milan; it has huge success and creates massive interest in both the American and the Japanese markets, leading to the opening of a Fendi boutique within Bergdorf & Goodman Department Store in 1975. Since then, Fendi has increased its’ success across the world through international distribution and thanks to the opening of boutiques and franchising points. The fashion world comes to know the “double FF” logo, which becomes the symbol of fabulous furs, impeccably crafted handbags and unmistakable accessories.

Under her creative supervision, new lines are born: the casual line “Ready to wear”, the menswear collection, several accessories lines and the homeware collection. At the same time she personally looks after all licenses for Italy and for abroad: from fragrances to eyewear, from jewelery to denim, from bed linen to school accessories.

As Head of Production and Style Departments, she leads the constant research on materials and manufacturing and works on the constant anticipation of lines and designs; that has lead Fendi to operate a true revolution in fabrics, colors, patterns, furs, outerwear, handbags and accessories through the introduction of unprecedented techniques.

Fendi_1_67__dan0577

1988

Along with her sisters, she organizes an exhibition about Fendi and the partnership with Karl Lagerfeld at the Gallery of Modern Art in Rome; the show receives the praise of the most prestigious critics, such as Bonito Oliva, Vittorio Sgarbi as well the appreciation from the young audience, who will ask the exhibition to run longer.

1993

Her daughter Maria Silvia, creator of the famous Baguette handbag, joins her mother. This is an important collaboration that seals the introduction of the third generation into the family business.

1999

She promotes the purchase of the prestigious Fendi Palace, which has since then become the true temple of fashion, with its strategic location in Rome.

Fendi_32_b9__dan0914

2001

Fendi completes the fusion with LVMH, which gives the brand a further push, by announcing the opening of over 250 stores around the world. Afterwards, Anna Fendi leaves the direction of the creative department to her daughter Maria Silvia Venturini Fendi, who will continue the partnership with Karl Lagerfeld in Fendi as Head of Accessories, Menswear and Childrenswear.

From that moment on, Anna starts a new entrepreneurial journey by supervising the refurbishment of Villa Laetitia: historical residence along the river Tevere which will soon become a new concept in hotellerie. In 2013 Villa Laetitia is nominated by Forbes Magazine as one of the three most romantic residences in Rome, thanks to its reknowned restaurant Enoteca La Torre and to its’ talented young Chef, Danilo Ciavattini.

2011

Anna is the first Italian woman to receive the prestigious IWF Hall Of Fame Award in Washington, for her constant work in promoting “made in Italy” beauty.

2012

along with her life partner Giuseppe Tedesco, she launches a selection of wines AFV – Anna Fendi. After years of research, in 2013 comes the design collection “AFV – Anna Fendi – The art of tableware”; she designs pieces of astounding elegance, which are a homage to Italian creativity, history and craftsmanship. In 2015 she launches an international format that embraces all her creations under the name AFV – Anna Fendi Winebar.

Fendi_34_0e__dan0940

FENDI KEY WORD

Rome, Roots, Roles, Research – these are the words that indentify the fundamental values upon which a family and its’ success are based. Rome, with its unparalleled beauty, is the place of the soul for Fendi style: from the small cozy boutique in Via Plebiscito to the subsequent store in Via Borgognona and then to the neoclassic XIX palace in Largo Goldoni, opened by Fendi in 2005 after a grand refurbishment by Peter Marino. It’s in the Roots of a family heritage that Fendi has always received strength and progression from. It’s in the scrupulous assignment of Roles according to each individual’s inclinations, that Fendi has created the guidelines to reach its impetuous success across the world.

Finally, it’s in Research as a brave experimentation of materials, manufacturing, lines and designs, that Fendi has always found its’ strong engine: that Fendi “revolution” that subverted the old rules in the sectors of furs, outerwear and accessories, has taken the brand beyond the comfort zone, creating true pieces of art.

Fendi_15_dd__dan0730

On the principles passed on by Anna’s mother’s generation to the latest generations of Anna’s children and grandchildren, Anna finds a new expression of her temperament as a passionate creative entrepeneur.

AWARDS

1998 Knight of the Big Cross

2005 Career Award in Campidoglio

2008 Ettore Petrolini Award

2011 IWF Hall of Fame – First Italian woman to receive this

2013 Fuoriclasse Castagner Award

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s