The Fendi Sisters: When "Old Money" Fashion Turns Into Shakespearean Drama

Many don't know one of the most legendary "old money" families of fashion is helmed by the Fendi sisters, who utilized Karl Lagerfeld's genius to change the sartorial landscape.

In today's episode, we explore how sisterhood fueled the rise of Fendi—and how ambition nearly tore them apart.

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TIMESTAMPS:
0:00 Introduction
1:29 Chapter 1: The Fine Beginnings of Fendi
5:53 Chapter 2: King Karl
9:44 Chapter 3: Going Global
12:31 Chapter 4: The Heiress Apparent

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In 1925, beneath the fading grandeur of ancient ruins, a tiny shop barely holds its ground in a quiet corner of Rome.

Inside, Edoardo Fendi works tirelessly at his sewing machine, his brow furrowed in concentration, while his wife Adele stitches fur into coats destined for no one yet.

Together, they have five daughters—Silvia, Paola, Anna, Franca, and Carla—each destined for something far greater.

Unbeknownst to the world, a quiet storm was brewing.

These five sisters would soon become synonymous with luxury, their creations sought after by queens and celebrities alike, but their rise to fame would not come without cost.

Rivalries and power struggles threatened to tear them apart, yet together, they built an empire.

We dive into the humble beginnings of Adele Casagrande’s shop in Rome, how it grew into a hub of artisanal excellence, and how it became Fendi.

The Fendi sisters grew up in post-war Rome, amid a cultural and fashion renaissance.

By the 1950s, Rome had become a glamour epicenter, and the sisters immersed themselves in its creative energy.

Each one carved out a niche—Paola in fur, Anna in design, Franca in customer relations, Carla in management, and Alda in the workshop.

Yet, Edoardo Fendi’s sudden death in 1954 left Adele and her daughters to navigate the uncertain future of their thriving business.

As they stepped up to lead, societal norms pushed against them, but they defied the odds.

Enter Karl Lagerfeld in 1965, a revolutionary force who saw the potential for more than just luxury coats.

His "fun fur" reimagined Fendi, leading to global success.

With Lagerfeld, the sisters propelled Fendi onto the global stage, introducing lighter, vibrant fur designs and their now-iconic double “F” logo.

But with success came internal tensions and financial pressures, leading to Fendi’s eventual sale to LVMH in 2000.

Yet, the Fendi legacy was far from over.

Silvia Venturini Fendi, Anna’s daughter, emerged as the creative heiress, introducing the iconic Baguette bag in 1997, which became a cultural phenomenon.

As the sisters began stepping back, Silvia’s leadership kept the brand’s craftsmanship and innovative spirit alive.

Despite corporate shifts, Fendi's heart remained intact, its legacy of artistry and opulence continuing to captivate the world.