Adele Casagrande Italian fashion designer Country: Italy

1. Biogaphy of Adele Casagrande
2. Collaboration with Karl Lagerfeld
3. International Expansion

Biogaphy of Adele Casagrande

Adele Casagrande was an Italian fashion designer and the founder of the fashion house 'Fendi'. She opened her first shop selling leather goods and furs in the center of Rome on Via del Plebiscito in 1918. After marrying Edoardo Fendi in 1925, Adele renamed her business to 'Fendi'. The couple had five daughters together - Paola, Anna, Franca, Carla, and Alda. The business flourished, and they soon opened a new store on Via Piave.

In 1946, their eldest daughter Paola joined the family business when she turned 15. Over time, her sisters also joined the company. In 1954, Edoardo Fendi passed away, and his five daughters took over the company, significantly expanding it.

Collaboration with Karl Lagerfeld

The sisters' first joint project was a line of fur garments, which became highly acclaimed. In 1965, German designer Karl Lagerfeld joined the company, and his collaboration with the Fendi sisters led to impressive results. Lagerfeld created the iconic 'FF' logo, which became renowned worldwide. The Fendi sisters divided their roles within the company - Paola focused on fur coats, Anna took charge of bags and accessories, Franca led the luggage and leather goods department, Alda managed the fur salons, and Carla oversaw general management.

The children of the Fendi sisters also became involved in the fashion business, working on the label 'Fendissime'. The Fendi brand evolved from expensive and heavy garments to lightweight, soft, and subtle attire. The designers constantly invented new techniques for dyeing, tanning, and processing furs. They found innovative ways to use fur that was previously considered useless in the fashion world. In 1966, Fendi presented its first couture fur collection, designed by Lagerfeld. The collection quickly became a hit internationally.

International Expansion

The popularity of Fendi caught the attention of Marvin Traub, who introduced Fendi products in his 'Bloomingdale's' stores in America. This led to the opening of a large Fendi store on Fifth Avenue in New York. The brand gradually expanded its boutiques worldwide, with new stores opening in Paris, London, and other fashion capitals.

In 1969, Fendi unveiled its first line of ready-to-wear fur garments in Florence. Observers were impressed by the sisters' use of innovative technologies previously unknown in the industry. Their numerous innovations allowed them to create relatively affordable yet high-quality clothing.

Adele Casagrande Fendi passed away in 1978 at the age of 81. However, her daughters had already established themselves as capable leaders within the fashion house. In 1999, 51% of Fendi's shares were sold to Prada/LVMH, leading to rumors of conflicts within the Fendi family. Currently, a significant portion of the company's shares is owned by LVMH.