Fendissime
Fendi began life as an unassuming fur and leather shop in Via del Plebiscito, Rome, but soon gained worldwide recognition for its superior and sophisticated craftsmanship. While mention of the name Fendi will today conjure up images of high-fashion luxury, the iconic label did not translate well to society’s younger, hipper audience. And so Fendissime was born, the child of Fendi’s third generation.
Maria Teresa, Maria Ilaria, Silvia and Federica, the granddaughters of Fendi founder Adele Fendi, were fully immersed in the family’s design empire from a young age. After watching their own mothers participate in everything from design to communications, the cousins wanted to create their own unique part of the family business and so they launched Fendissime.
Seeking to appeal to a younger more trend-influenced audience, the cousins’ new line went down a storm with style-conscious socialites. In 1987, the sportswear and accessories collection was released to rave reviews.
Having served their apprenticeships at influential fashion houses like Bergdorf Goodman, Bloomingdales and Chanel, the young women brought knowledge and vibrancy to the new label. Silvia, now the creative director of the Fendi house, and her sister Maria Ilaria, who studied at the European Institute of Design, led the design team together. Their sister, Maria Teresa who came from the world of theatre, cinema and opera, handled communications, using her experience to think up innovative ways to promote the new company’s image. Their cousin, Federica, considered the group’s pragmatist, was left in charge of logistics, coordinating and planning the seasonal collections. In 1990, a young Giambattista Valli, recently graduated from Central Saint Martins, began a five year stint designing for the label.
What the cousins brought to Fendissime was the same passion that their mothers and grandmother had famously brought to the main line. Careful attention was paid to each detail and creativity was nurtured, all while the original fendi quality and high standards but at more affordable prices. All of which paid off with brilliant results.