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Historic Italian brand Fendi was founded in 1918 as a fur atelier; the first store, which sold handbags and furs, opened in Rome in 1925. The quality of the handbags was so fine that in the 40s Fendi expanded worldwide. In the 60s the position of head of accessories department was handed over to the emerging designer Karl Lagerfeld. In those years, also the double F logo was created, initially only on the linings. Soon Fendi became a world-renowned brand. Recently, the brand has been relaunched, and it is now synonym with tradition, experimentation and creativity. Every year the Fendi bags reinvent themselves: like the 2jours, the Peek-a-boo or the Baguette bag, that all encompass elegance, excellence and modernity.