Zucca fabric bucket hat.

In the post-war period, the company underwent a profound renewal thanks to the entry of the founders' five daughters, who brought energy, entrepreneurial vision, and a strong innovative spirit. This generational shift paved the way for one of the most important collaborations in twentieth-century fashion: in 1965, Karl Lagerfeld became creative director. His contribution marked a decisive turning point, transforming fur into a modern and experimental element and introducing the famous “FF” logo, a symbol of creativity and irony.

During the seventies and eighties, Fendi progressively expanded its offering, establishing itself in women's and men's prêt-à-porter, accessories, and footwear. The maison successfully combines luxury and innovation, always maintaining a strong link to Italian artisanal tradition. Its international success grew steadily, making Fendi one of the most recognisable names in the global fashion landscape.

A key moment arrived in 1997 with the creation of the Baguette bag, which became a cultural icon and a symbol of a new way of experiencing fashion. At the end of the nineties, joining the LVMH group further consolidated the brand's position in the luxury market.

Today, Fendi represents a unique balance between Roman heritage and contemporary avant-garde. Through bold collections and continuous research into materials, the maison continues to tell a story of elegance, experimentation, and timeless Italian identity.