Mamma Baguette Moon shoulder bag in Zucca canvas.

During the 1940s and 1950s, the five daughters of the Fendi family – Paola, Anna, Franca, Carla, and Alda – joined the company, contributing to its growth and modernization. The real turning point came in 1965, when creative direction was entrusted to the young designer Karl Lagerfeld. His talent revolutionized the concept of fur, making it lighter, more innovative, and suitable for a contemporary style. During the same period, the famous FF logo was born, known as “Fun Fur,” which would become one of the most recognizable symbols of the maison.

In the 1990s, Fendi expanded its offering with prêt-à-porter collections, accessories, footwear, perfumes, and jewelry. In 1997, it introduced the Baguette Bag, a bag destined to become a global fashion icon thanks to its compact design and endless variations of materials and colors. The success of the Baguette established Fendi as one of the most innovative brands in the luxury accessories sector.

Since 2001, Fendi has been part of the LVMH group, while maintaining its identity founded on Italian artisanal tradition and stylistic innovation. Following the passing of Karl Lagerfeld in 2019, creative direction passed to new designers who have continued to enhance the maison's heritage with a modern vision.

• Fendi.
• Shoulder bag.
• Mamma Baguette Moon in Zucca canvas.