Fendi by Fendi, launched in 1985 in collaboration with Florbath Profumi di Parma, made its way to the U.S. market in 1987. The choice of the name "Fendi" was deliberate and powerful, drawing on the prestige and glamour already associated with the fashion house. The word "Fendi" itself originates from the family name of the brand’s founders — an Italian surname that conveys sophistication, luxury, and timeless style. Pronounced 'FEHN-dee' (with the first syllable rhyming with "pen"), the name evokes images of high fashion, opulence, and the effortless elegance tied to the Italian lifestyle.
The mid-1980s were a period defined by boldness and extravagance, often remembered as the "Decade of Decadence." It was a time when power dressing reigned supreme — sharp-shouldered suits, lavish fabrics, and statement accessories reflected the ambitious, career-driven spirit of the era. Designers like Fendi played a pivotal role in shaping this aesthetic, particularly with their luxurious furs and high-end clothing. Women embraced this newfound power and confidence, and a fragrance bearing the name "Fendi" would have symbolized more than just a scent; it embodied status, passion, and modern femininity. For the woman of the 1980s — strong, independent, but unapologetically glamorous — wearing Fendi was a statement of self-assurance and allure.
