The Fendi brand The Fendi family business began in 1925, when Adele Casagrande , who was already in the leather business, married Edoardo Fendi and opened a bag boutique and a fur workshop with him in Rome. After the war, the couple's five daughters, Paola, Anna, Franca, Carla and Alda, brought new energy to Maison Fendi . In 1965, the brand began to work with Karl Lagerfeld , who transformed fur into a stylish item. The logo signed with a double F appears at this time. A new generation of softer handbags is born. Leather is printed, dyed, woven… like a fabric. In the 1980s, Fendi customers saw the birth of women's and men's ready-to-wear, shoes, watches, perfumes, and also glasses .