What began as a small workshop in the historical capital of Rome in 1925 soon grew into a fashion empire, producing some of the world's most coveted luxury products. Edoardo and Adèle Fendi began their business by crafting quality leather bags and fur coats, whose tradition was continued by the creativity and vision of their five daughters - Paola, Anna, Franca, Carla and Alda.

The evolution of Fendi took a pivotal turn in 1965 with the arrival of a creative genius. Karl Lagerfeld masterfully married the classic Fendi elements of expert craftsmanship with cutting-edge ideas. Tradition became innovation as Fendi and Lagerfeld revolutionised the fur market with such inventive techniques as inlaying, varnishing and interweaving. And for the first time in history, fur coats, which were astonishingly rendered in shades of apricot, pistachio green and fluorescent pink, were transformed into objects of high fashion.

Fendi's success in high fashion with its introduction of a ready-to-wear line in fur coats led to a similar revolution in its leathergoods production. Fine leather handbags were now ingeniously imprinted, interwoven, dyed and tanned. Not just merely objects of practicality, handbags now became essential elements of high style.

The brand flourished in the 1970s by entering the luxury ready-to-wear market with fashionable jackets, coats and dresses, all designed in the singular vision of the "Fendi Woman." By the 1980s, Fendi's "double F" logo was synonymous with exclusivity and glamour around the world. And with the introduction of the instantly recognizable, striped Pequin pattern, a whole new generation of Fendi followers developed, aptly coinciding with the launch of the younger more trendy Fendissime sportswear and accessories line.

A decade later, Fendi created another moment in fashion history, when in 1997, the phenomenal Fendi Baguette was born. This jewel of a bag struck the right chord with its elegance and simplicity and immediately became a collector's item, firmly establishing Fendi as the couture of handbags. Following the success of the Baguette, the brand further demonstrated its creativity and strength as a fashion leader in the new millennium by unveiling the beautiful Ostrik bag, the stunning Diavolo and more recently the sensational Biga Bag.

Committed to bringing the most exclusive and quality crafted products to it clients, Fendi's status as the premiere brand of luxury handbags is unrivalled. "Fendi is dedicated to bringing luxurious and high quality products to customers. The most important element in a woman's wardrobe should be the handbag," states Yolanda Choy, Marketing and Communications Director for Fendi Asia Pacific."It brings life and personality to an overall look. Fendi is the couture of handbag and the quality is expressed in the creativity, embroideries, design and level of workmanship given to each bag."

A testimony to Fendi's reign as the champion of exquisite handbags, sophisticated and powerful women around the world, renowned for their personal sense of style and effortless grace, carry Fendi bags. Devoted fans such as Sarah Jessica Parker, Julianne Moore and Sharon Stone were all spotted with the glamorous Biga Mesh while trendsetters such as Jennifer Lopez, Halle Berry and Nicole Kidman display their impeccable taste by wearing Fendi.

Furthering its immense success, Fendi aims to expand its hold on the world of fashion by catering to the burgeoning demand in Asia Pacific and in particular, China. The opening of the concept store on Peking Road in Hong Kong illustrates Fendi's dynamic and modern approach to retailing, while plans to launch more boutiques on the Mainland in the coming years is a testimony to the brand's dedication of offering the utmost in quality and service.

2004 Star handbags

Posh collection

Autumn-winter collection 2004-05