Fendi

Fendi is one of Rome's defining luxury houses, founded in 1925 and now operating inside the LVMH portfolio. The label built its early reputation through leather goods and fur craftsmanship, then expanded that foundation into a globally recognized ready-to-wear and accessories business anchored by the FF monogram and the Baguette bag.

The house still leans hard into Roman identity, from the Palazzo della Civilta Italiana headquarters to its Trevi Fountain restoration work. That heritage lane has not stopped it from playing aggressively in contemporary pop culture. In its centenary chapter, Fendi strengthened its K-culture footprint through ambassador relationships with Bang Chan of Stray Kids and TWICE member Mina.

That crossover strategy matters because Fendi is not using K-pop as a side note. It is using top-tier artists to carry runway, campaign, and editorial visibility across Asia and global social channels, keeping the brand relevant to a younger luxury audience without diluting its core Roman codes.