FF Zucca wool beanie.

Fendi FF Zucca wool beanie. In the 1940s, with the entry of the founders' five daughters into the family business, Fendi began to expand and innovate while maintaining its family tradition. The turning point came in 1965, when the young Karl Lagerfeld joined as creative director. Lagerfeld revolutionized the brand, creating the famous “FF” (Fun Fur) logo and introducing a modern and bold approach to fur design, transforming them from simple functional garments into true fashion objects.

In the 1970s, Fendi established itself internationally thanks to its prêt-à-porter collections and accessories, expanding its offering to include bags, shoes, and perfumes. The brand's creations, such as the famous Baguette bag launched in 1997, became symbols of style and desire, loved by stars and fashionistas worldwide.

In 2001, the LVMH group acquired a majority stake in the brand, accelerating its global expansion and strengthening its presence in international markets. With Silvia Venturini Fendi leading the creative direction for accessories and menswear, and with an increasing focus on sustainability and innovation, Fendi continues to represent Italian excellence.

Today, Fendi is synonymous with luxury, craftsmanship, and innovation, blending tradition and modernity in every creation, celebrating the distinctive design and timeless elegance of made in Italy.