The luxury Italian House launches the Fendi FF Reloaded collection spotlighting the iconic monogram F that has taken the fashion industry by storm.

Similarly, the house of Fendi, initially a furrier launched by Adele and Edoardo Fendi in 1925, didn’t require a logo until the company branched out into travel accessories, their rigid trunks being in need of a printed jacquard fabric to line their insides.

This logo, blending luxury with a dash of irreverence, was a hit with high-spenders and quickly transcended luggage lining and made its way onto some of the first monogram-print handbags in the ’70s. Logos have continued to grace countless It bags at both Fendi and beyond ever since, becoming a beacon for luxury status. “A logo is not just a logo,” Silvia Venturini Fendi explains. “It is much more. For me, the Fendi FF logo is a code, is part of our DNA. It’s like a guarantee seal… It represents the history of a Maison of almost 100 years, made of values like tradition, passion and love.”

Silvia Venturini Fendi said: “There is so much history behind the FF logo, yet today it still has the same appeal for the new generations. This is why we decided to create FF Reloaded. This proves that certain things are everlasting. The reasons for seeking logoed products have changed over the years; in the ’80s, it was more ostentatious – a logo was meant to show that you had made it. Now young people like it and they are at the beginning of their professional life. It has a fashion connotation, it stems from the street and it’s often paired with sportswear.”

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