you should know more about Fendi.

i had to do a lesson on a luxury brand. 
i chose Fendi because i <3 karl lagerfeld and the other brand i wanted had already been chosen by someone else. 
here's my visual/essay verbatim.  

The brand that began in the 1920’s as a small leather shop with high standards, has grown to become one of the most recognizable names in the fashion industry today.  The “inverted F” logo is a prevalent sight in celebrity circles and frequently replicated for the less posh trendy-wannabes.  What is it that has everyone so enamored?

Adele and Edoardo Fendi believed in quality.  They knew leather.  They knew craftsmanship.  They made bags and furs.  By the 1930’s, they had created demand.  The house continued to grow as wealthy customers from all over the world traveled to Rome to acquire one of these handcrafted masterpieces or luxurious furs.  But it wasn’t until the Fendi’s teamed with Parisian fashion guru Karl Lagerfeld, that the name made a statement in fashion.  Lagerfeld inserted his creativity and innovation, and the fur industry was revolutionized.  The brand was able to start a couture line, using the now more workable, softer furs as fabric.  It was a stunning concept and the name expanded further.

In the late sixties, the ready-to-wear line was born.  Fendi was an established name.  Lagerfeld was a genius.  The brand stood for handcrafted luxury, worth every penny it cost.  It was not only of utmost quality, but the ready-to-wear line offered more affordable furs than had been possible before Lagerfeld’s ground-breaking hide treatments.  The line would eventually extend to women’s wear, menswear, shoes, and a range of accessories, in addition to the already famous furs and leathergoods.  Fendi soared on innovation, and today remains on the forefront.

Lagerfeld now lends his talents to both Fendi and the Chanel house, but Maria Silvia Venturini Fendi has successfully installed her own creativity, while keeping Fendi a family business with the iconic “baguette”, accessories, and menswear branches.  The prestigious LVMH holds share in Fendi, launching the brand to to new licensing heights.  Through over eighty years of evolutionary, the Fendi name has held strong ties with elegance, modernism, practicality, and excellence through its sleek branding, romantic advertisements, and seductive products.  The brand’s ability to adapt to stay above and ahead of trends has kept it afloat in an industry of sinking ships.  How could the most glamorous of high society not be enchanted by the allure of the always imaginative, yet refined, double F?