Fendi is a house of extremes: big furs and little handbags, a family business with a worldwide reputation, a chic past and a street-cool future. Established in 1925, the Fendi empire was founded by Adele Fendi from a small leather-goods shop and workroom in Rome, where she and her husband Eduardo worked with private clients. The family business expanded with the opening- of a larger shop in 1946, but it wasn’t until the death of Eduardo, eight years later, that the modern Fendi image emerged, when-the family’s five daughters injected the little company with some youthful glamour.
After the death of Adele in 1978, each sister adopted a corner of the empire to look after. Paola (born 1931) worked with the furs, Anna (born 1933) the leather goods, Franca (born 1935) the customer relations, Carla (born 1937) the business co-ordination, and Alda (born 1940) the sales.