Fendi was launched in 1925 in Rome by Adele Casagrande and her second husband Edoardo Fendi. Initially, Fendi was a high end leather goods and fur workshop. The brand took off when designer Karl Lagerfeld joined in 1962 and created the interlocking “FF” logo. This logo is as recognizable as its luxury brand counterparts. Today, Fendi is best known for its “baguette” handbags worn habitually by the ladies on Sex and the City. The company is currently run by all the daughters of Adele and Edoardo and has evolved to include everything from pens to perfumes.