FF wool and nylon sweater.

In the 1940s and '50s, the couple's five daughters – Paola, Anna, Franca, Carla, and Alda – joined the company, bringing new ideas and a modern vision. The decisive turning point came in 1965, when Fendi appointed Karl Lagerfeld as creative director of the fur and prêt-à-porter lines. Lagerfeld introduced the famous “FF” logo (Fun Fur) and revolutionized the concept of fur, making it lightweight, colorful, and contemporary.

In the 1980s and '90s, Fendi became an icon of Italian luxury, expanding internationally with collections of clothing, accessories, and fragrances. In 1997, designer Silvia Venturini Fendi, granddaughter of the founders, created the legendary Baguette bag, a symbol of the 2000s and a true fashion icon, also beloved thanks to the series Sex and the City.

In 2001, the LVMH group acquired a majority stake in the brand, taking it to new global heights. Fendi consolidated its image of Roman luxury with collections that combine artisanal tradition and innovation, maintaining a strong “Made in Italy” identity.

Today, with Kim Jones at the artistic direction of the women's line and Silvia Venturini Fendi for accessories and men's, the brand continues to reinvent itself through elegance, experimentation, and heritage. Fendi remains an emblem of creativity, craftsmanship, and Italian style, rooted in history but always looking toward the future.