Sunshine Mini Zucchino fabric crossbody bag.

In the 1950s, the founders' five daughters joined the family business, contributing to the brand's international expansion. The real turning point came in 1965 with the arrival of designer Karl Lagerfeld as creative director. Lagerfeld revolutionized the world of fur, making it lighter, more modern, and suitable for a contemporary style. During the same period, he created the iconic FF logo, meaning “Fun Fur,” destined to become one of the maison's most recognizable symbols.

Throughout the eighties and nineties, Fendi expanded its offering by introducing ready-to-wear collections, accessories, footwear, jewelry, and perfumes. In 1997, the famous Baguette Bag was born, designed by Silvia Venturini Fendi, becoming one of the most iconic bags in fashion history and a true international phenomenon.

Following the passing of Karl Lagerfeld in 2019, Silvia Venturini Fendi continued the maison's creative work, later joined by Kim Jones for the haute couture and women's ready-to-wear collections. Today, Fendi offers clothing, bags, leather goods, shoes, accessories, jewelry, eyewear, and perfumes, continuing to reinterpret its heritage with a modern and sophisticated style.