Fendi Baguette Media Zucca embossed leather crossbody bag.

In the '40s and '50s, the couple's five daughters—Paola, Anna, Franca, Carla, and Alda—joined the company, bringing modernity, creativity, and a new stylistic vision. However, the real change came in the 1960s, when Fendi entrusted the creative direction of the fur division to a young talent destined to become iconic: Karl Lagerfeld.

Lagerfeld completely revolutionized the traditional approach to fur, making it light, colorful, and effortless, transforming it into contemporary fashion. He created the famous FF (“Fun Fur”) logo, which has become one of the most recognizable symbols of international luxury.

In the 1970s, Fendi expanded production, introducing prêt-à-porter lines, accessories, and lifestyle products, beginning a global expansion that brought the brand to the world's major fashion capitals. In 1997, Silvia Venturini Fendi, granddaughter of the founders, designed the Baguette bag, which became a cultural phenomenon and one of the most iconic accessories in contemporary fashion, helping to redefine the very idea of the “it-bag”.

In the early 2000s, the LVMH group acquired a majority stake in the brand, supporting its international growth and investments in runway shows, boutiques, and artistic collaborations. Despite this expansion, Fendi maintains a strong connection to Rome, the home of its historic manufacturing and the symbol of its distinctive style.

Today, Fendi is one of the most prestigious Italian maisons in the world, celebrated for its bold creativity, impeccable craftsmanship, and ability to combine tradition and innovation, while always remaining faithful to its Roman roots.

• Fendi.
• Shoulder bag.
• Baguette Media in Zucca leather.