Array Fendi store, avenue Montaigne, Paris

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Fendi
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If you're a bag person, or a fur person, then you don't need me to explain Fendi.

Founded in 1925 in Rome by Edoardo and Adele Fendi, the brand soon became known for its quality products and expansion started. With Karl Lagerfeld at the creative helm in the 1960s the firm really took off, and world domination was not far behind. Lagerfeld was to work for the company for twenty years, and even created their famous double-F logo.

After creating a line of clothes, Fendi reinvented bags with 'the baguette': not the famous French bread, but a smaller bag to be carried under the arm. Available in hundreds of different styles, success was instant around the globe, creating a real fashion phenomenon. Fendi is now sold in 160 boutiques in 25 different countries.

The avenue Montaigne shop is very recent, dating from early 2008. The opening was marked by a concert by Amy Winehouse with Rihanna, Sofia Coppola, Kanye West, Claudia Schiffer and Jessica Alba in attendance. As you can see, the stars love Fendi, and if your a bag person or a fur person, you're probably in love with Fendi. In which case, the avenue Montaigne store should be your preferred place of worship.

photo: JasonW

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