When most people hear “Fendi,” they think Roman glamour, that unmistakable double F logo, and the ever-iconic Baguette bag slung over the arms of fashion’s elite. But beneath the luxury façade lies a brand with a history full of unexpected pivots, family legacy, and bold firsts that helped shape modern fashion as we know it.
Whether you’re a longtime collector or just falling for Fendi’s charm, here are five things you probably didn’t know—but absolutely should.
1. The Double F Logo Doesn’t Stand For “Fendi”
Let’s start with the logo—because it’s not what you think.
The iconic “FF” actually stands for “Fun Fur,” not Fendi-Fendi (as many assume). It was designed in 1965 by Karl Lagerfeld, just weeks after joining the house. His goal? Rebrand Fendi’s image as playful, youthful, and bold—using fur as the canvas.
The logo caught on instantly and became one of the first monogrammed flexes in fashion history, decades before logo mania took over the streets.
2. Fendi Invented the It Bag
Yes, before influencers and Instagram, there was the Baguette—and it was a cultural reset.
Launched in 1997 by Silvia Venturini Fendi, the Baguette was named for how French women carry their bread—tucked effortlessly under the arm. But when Carrie Bradshaw clutched one in Sex and the City and uttered the now-iconic line, “It’s not a bag, it’s a Baguette,” fashion changed forever.
It was the first time a bag became a pop culture moment, turning fashion accessories into objects of obsession—and starting the It Bag era.
3. Fendi Was One of the First Luxury Brands to Fully Embrace 3D Printing
Luxury meets tech? Fendi was way ahead of the curve.
In 2014, the brand made headlines when it sent 3D-printed accessories down the runway—including a stunning reinterpretation of the classic Baguette. Partnering with digital artists and tech innovators, Fendi combined cutting-edge fabrication with traditional leatherwork, proving that heritage houses could be just as future-facing as Silicon Valley.
For a brand born in 1925, that’s pretty futuristic.
4. Fendi’s First Product? Leather, Not Fur
While Fendi is famous for its fur craftsmanship (and the controversy that comes with it), the brand actually started as a leather goods shop.
Founded in Rome in 1925 by Adele and Edoardo Fendi, the company originally specialized in handmade leather handbags and accessories. Fur came later—as did the global fame.
Today, Fendi has moved into fur alternatives and regenerative practices, but its leather legacy remains, especially in staples like the Peekaboo and Baguette bags.
5. There’s a Secret Roman Landmark Owned by Fendi
In 2015, to celebrate its 90th anniversary, Fendi didn’t just throw a party—it restored the Trevi Fountain.
Yes, that Trevi Fountain.
The brand funded a €2.2 million renovation as part of its commitment to preserving Italian heritage. The campaign was called “Fendi for Fountains” and extended to other historic Roman fountains too. The brand even staged a runway show on the fountain, with models walking on a glass catwalk over the water.A bold move that literally cemented Fendi’s status as Rome’s couture guardian.
Final Thoughts: Fendi Is More Than a Logo
From 3D printing and pop culture crossovers to hidden heritage and civic philanthropy, Fendi’s story is layered, luxe, and a little rebellious—just the way we like it.
If you’re hunting for a Baguette with a past or a Peekaboo with personality, you’re in the right place. At Luxe Du Jour, we carry authentic pre-loved and vintage Fendi for collectors and cool girls alike.
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