Brand historiography
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In 1925 Edoardo and Adele Fendi couples in Rome opened a workshop with PI cao small handbag shop.

In 1932, Fendi in Rome tide gathering place via Piave open new store.

Fendi in 1946 the second generation to join the family business, each a leather and fur products.

In 1965 to join Karl Lagerfeld achieve miraculous Fendi repeatedly, created the fur coat new concept, also created double F mark.

Fendi in 1980 launched Pequin series.

In 1997 the third generation successor Fendi Silvia Venturini Fendi design Baguette come out, immediately became popular in the world.

In 2000, Fendi Baguette for Fendi bring Fashion Group International International Fashion awards.

Fendi in 2007 at the Great Wall of China held large fashion show.

In 2012 the 15th anniversary Fendi Baguette world exhibition tour.

"We often in the mother Anna Fendi home work, including favorite winter garden. In markov palm and orchid flowers put between many baroque mirror." From the design into fashion: the source of the creative is the use of numerous small mirror shop set in Baguette package.

"Store inside a whole wall filled with Fendi Baguette small handbag." Living in Paris writer Sophie Fontanel recall she walked into the Fendi store scene, "as idiomatic French, I can't help but mock first at a salesman. I said to her that store like a senior bakery, she reverse chao said the benefits of Fendi Baguette it is no bread crushed......" Thus, the writer has been wedded and Baguette. People used to Fendi Baguette called "method stick package", not because of how long it like a traditional French bread, but because it small slender, shoulder belt length just stuck in the arm, let person couplet remember elegant elegant French women clip of French bread scene, hence the name.

A piece of blank paper, and a piece of canvas

This type of concise Baguette why to have so great magic, can let people to it's favor lasts 15 years don't reduce? Paola Antonelli, says the reason is that "Baguette package has been recognized as the perfect prototype. Its shape simple unique, such as blank canvas, can through the different material and visual deductive way, creating infinite change..."

Indeed, in the simple lines, this kind of bag has broad create space, let stylist in the material, tonal and applique adornment respect bold innovation, show Baguette different appearance. The crocodile skin, lizard skin, denim, marten skin, horse skin and so on the different material apply, pearl, nail bead, flash card, gold line... Adornment ornament, nowadays, Baguette has launched more than one thousand money, has sold nearly ten thousand only, be worthy of the name IT Bag.
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Of course, Baguette also have countless stars and celebrity fans, such as Madonna, Morocco princess, Sarah Jessica parker, who like no one Baguette and embarrassed to affix fashion labels.

Not only attracted many star, Baguette also attracted many artists. With Italian art critic the Fendi and artists cooperation design Baguette package money called "global many artists homework", this is a long-term and uninterrupted project, Baguette is like a piece of white paper and a canvas, waiting for the artists in the above described his own story, create a unique Baguette and widely resound and copy use. Fendi also rolls out DIY production way, encourage fans themselves to create their own unique package money.

Now, the "bad girl" Silvia Venturini Fendi had become a mother, and become AltaRoma chairman, in Rome to popularize the fashion, but she character of the rebel factor has been unchanged. Each type of Baguette shoulder belt can be demolished, convenient used as a handbag, and large and extra large size more equipped with long shoulder belt can be inclined back. "In the past, bling bling rare handbags limited to supplement late outfit, the design to have exciting Baguette is initiated first, break the formal rule." Silvia Venturini Fendi said. After 15 years later, this Baguette new version is deductive into "dual personality: one is the supplement day casual clothing leather handbags, the other side is evening handbags, even the shoulder belt also USES double design - in the classical basis constantly bring surprise, is one of the reasons IT Bag evergreen...!

Concise and not deliberately manufacturing status symbol

Before mentioned Fendi people always thought of PI cao, thought of Karl Lagerfeld - fashion emperor's aura sometimes too dazzling that easy to put the Fendi descendant of the family buried.

The emergence of the Baguette a bit like the family enterprises in the "voice", they hope that in addition to Karl design, they can still have more shots take things, can let Fendi this family enterprise sustainable development down. Fendi family descendant of the third generation Silvia Venturini Fendi in "voice" plays an important role, the Fendi family "bad girl" from 1994 began to brand design since the leather products, it highlights the her rebellious character and not be a brand personality - she is always looking for something new, want to have a different shape and style - rebel character inspire her to create the same was rebellious Baguette, become Fendi brand of "town mountain treasure".

This kind of "rebellion" handbag is simple and practical and full of geometry line. This fashionable handbags shape concise, not sedulous manufacturing status symbol, "is a very convenient and practical's bag, design has a certain functional and contracted means, and conform to the trend of The Times and contracted design style." This not deliberately stressed the contracted obviously very accord with the trend, since 1997 since the advent of, this kind of vanity and became popular in the world, become the most popular in the 90 s and the most famous one of the accessories, and thermal continues to this day not reduced.

The museum of modern art in New York city construction and design curator Paola Antonelli in evaluating The classical package money when it, "The Baguette was born in science and technology and cultural important times of crisis, it is like a piece of The lens, The perspective series products, brand image and brand owners to The change of love."