FENDI s story

In 1925, Edoardo and Adele Fendi in Rome opened a fur Studio with the exquisite handmade leather goods store. Since then, FENDI will focus on research, and successfully achieved a brilliant reputation as it is today.

The late 40, FENDI women's tastes and needs are expected to be changed, thus beginning the transition of its own. Perpetrators of these changes is the founder of five daughters,--Paola, Anna, Franca, Carla and Alda. Upon completion of their studies, they are in the FENDI, a new burst of enthusiasm and innovation. They then create a new model and processing technology, which revolutionized the fur industry's progress.

In 1953, the FENDI fashion show for the first time in front of a group of enthusiastic audience. The audience was looking for a new style and elegance-that is sufficient to meet Italy and social development needs. This event was a huge success, not only improving the reputation of the brand, and inspire the young sisters and five bold new research, technology, processing methods and materials, enabling them to change people's ideas of fur idea.

When Karl Lagerfeld joined the company in 1965, fur further change ahead, or even a bigger revolution. Along the five sisters have implemented major changes in the track, the traditional image of his effort will fur from a mere status symbol (a valuable but slightly bulky and inflexible product) into a new fully modern in fashion, so as to change, reshape and redesign the style, materials and processing methods.

This complete revolution has opened up the new materials research. The past, people thought fur "fashionable enough in appearance". Today, people have rediscovered these long forgotten and ignored the value of furs, and daring to try new methods of tanning and processing technology. People cutting the leather, plaited and inline. At this point, a new kind of fur was born: thin, soft, comfortable and easy to wear. The fur was no different from any other clothing. In 1966, the FENDI unveiled its first Haute Couture fur series, and has won the media very high marks.

In order to cater to a new cultural revolution--a new more inclusive fashion, 1969, in addition to outside its traditional hand-stitched furs, FENDI has also introduced ready-to-wear furs. The series is based on limited edition unique ideas and quality standards, while playing a FENDI Couture research laboratory expertise advantage. Foreign markets became interested in the brand. United States lead to series of FENDI furs with open arms, Japan followed by FENDI are welcome to come.

Especially in this period, FENDI processing technology of continuous improvement has become symbol of the processes that cannot be copied. FENDI introduced a new color of fur, research materials and the introduction of a new weaving method, also in embossed, fur pleats, removing the material lining, leather processing, striped effect, lighting and hollow made a bold attempt. FENDI launched a number of furs from the ancient Roman city walls and Roman inspired in the beautiful sky and occupies an important position in the history of fashion.

80 's of last century, fur processing technology is more complicated. After dyeing of fur is more like a Florentine Impressionist paintings. Meanwhile, asymmetric design produces an unexpected sense of light. In 1989, the reversible "grain leather" process can be successfully used in the fur processing. This process will not lined with fur and leather processing together, very good results have been achieved. Most famous street photographer open website

Even in the 90 's, FENDI is still focused on new research and techniques, such as a flash-cut, hollowing process and material special handling. Silk, wool and cashmere mix, and with high quality or "poor quality" used furs. In fur processing, use the fur to meet new social needs and people's pursuit of moderate, subtle style has become increasingly difficult. That's fur industry innovation faces an important challenge.

Fur seems to stand centre stage again, this also benefits from FENDI's tireless efforts as well as social and cultural needs, adhering to bold and innovative spirit to interpret this material. At the dawn of the new millennium, FENDI furs continue to advance along the road of innovation. Plastic materials using fur suits like padding, plastics, iron and air until the furs to achieve some amazing technology. FENDI fur Studio in 2008 out of the special process, the fusion is one of such. Under this process, Pi Qiuke pick up 24K gold molecules, like the edges of the stroke. As part of the traditional FENDI fur, inline process still appears in autumn/winter 2013 Pi Qiuzhong, but technology is changing. Embedded technology is to trim the fur of different geometric patterns are combined, and then sewn together. This process is quite sophisticated. In General, make a fur 80 hours. In addition, it requires an extremely accurate, after all, different fur needs perfectly pieced together. For many years, this technology has been used in different sizes and colors of fur, in order to achieve the 3D effect, which shows a perspective effects. When we talk about a FENDI fur, you can think of collision of tradition and innovation.

After nearly 90 years of development, the FENDI fur fabrication process is now not only is one of the most exquisite processing technique. FENDI had become the only fur Studio fashion brand, has become the global fur industry leader.

Karl Lagerfeld said:

"FENDI is in my eyes the Italy fashion, I hope the FENDI is rich in Italy Roman style and temperament. I think FENDI ought to be, and not some other way. "

"Adele Fendi charming and lovely, but is a true genius. I went to visit them, proposed the creation of a series called 'Fun Fur'. The furs obtained a new interpretation of the classic, and FENDI became Italy Pi Qiuye representative. They remove the fur lining, in an unprecedented manner to create furs. Leather is in their hands, as if into a new fabric. "

"For me, ideas is not difficult, difficult is to find the creative practice of people. FENDI spared no effort in looking for crafters, let them carry out their duties, and ultimately to make FENDI. "

"Fur is becoming a trend. "

"Fur is FENDI,FENDI is fur."

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