FF cotton terry T-shirt.

Fendi FF cotton terrycloth T-shirt In the 1940s and '50s, the founders' five daughters joined the company, bringing new energy and a modern vision. The major turning point came in 1965 with the appointment of Karl Lagerfeld as creative director. Lagerfeld revolutionized the image of fur, making it light, colorful, and modern, and created the famous "FF" logo (an acronym for "Fun Fur"), which became a recognizable symbol of the brand.

In the 1990s, under the leadership of Silvia Venturini Fendi, granddaughter of the founders, the maison expanded its scope, launching iconic accessories and bags such as the Baguette, which immediately became a pop icon, especially thanks to its presence in TV series like Sex and the City.

In 2001, Fendi joined the LVMH group, initiating a process of global expansion. Silvia Venturini Fendi remains a key figure, leading the accessories and menswear lines, while Lagerfeld maintained creative direction until his death in 2019.

In 2020, Kim Jones was appointed creative director for the women's line, bringing a new contemporary vision that blends Roman tradition with global modernity.

Today, Fendi is synonymous with creativity, innovation, and Italian savoir-faire, with a style that combines classicism and experimentation. The maison continues to shine on international runways, staying true to its family and artisanal roots.