A Guide to Flower Themes in Fendi: Crafting Florals from Tradition to Innovation
Founded in 1925 in Rome, Fendi began as a fur and leather goods brand, known for its exceptional craftsmanship and luxurious materials. While Fendi is often associated with its iconic Baguette bag, monogram patterns, and fur designs, flowers have played a recurring role throughout the brand’s evolution, often symbolizing elegance, femininity, and innovation.
Under the direction of Karl Lagerfeld and more recently Silvia Venturini Fendi and Kim Jones, floral motifs have become key elements of Fendi’s collections, especially in accessories, ready-to-wear, and couture designs. From Lagerfeld's avant-garde florals to Kim Jones' modern floral reinterpretations, flowers at Fendi blend heritage with cutting-edge design, elevating the brand’s appeal to both classic and contemporary audiences.
This Ellermann Florist guide traces how floral themes have been incorporated into Fendi’s collections over the years, reflecting the brand’s commitment to beauty, craftsmanship, and innovation.
I. Early Days: Leather Craftsmanship with Floral Accents (1925–1960s)
Fendi’s Heritage of Luxury and Craft
Fendi, founded by Adele and Edoardo Fendi in 1925, initially specialized in luxury fur and leather goods. In the early years, floral elements were not as prominent in the designs, but they were used in subtle ways as decorative motifs on leather accessories and fur.
During this time, embroidered flowers or leather appliqué floral details began to appear on bags and small accessories, but the emphasis was always on craftsmanship. The use of flowers was subtle, appearing more as embellishments rather than as the focal point of the designs.
II. Karl Lagerfeld’s Transformative Floral Designs (1965–2019)
Lagerfeld’s Vision: Pioneering Floral Innovation
Karl Lagerfeld joined Fendi as creative director in 1965, and his influence would forever change the course of the brand’s aesthetic direction. Lagerfeld brought a bold, avant-garde approach to floral motifs, turning them into key elements in ready-to-wear, accessories, and couture collections.
Lagerfeld’s interpretation of flowers was not just about natural beauty, but about using florals in a way that felt modern, artistic, and innovative. Flowers were often reimagined through bold shapes, unexpected colors, and textural contrasts, playing with both tradition and experimentation.
Key Collection: Spring/Summer 1997
One of Lagerfeld’s most iconic moments at Fendi came in Spring/Summer 1997, when he introduced a floral theme that was both feminine and playful. The collection featured oversized floral prints on silk dresses and blouses, with bright, saturated colors.
Lagerfeld’s take on florals was graphic and abstract, often mixing floral motifs with geometric patterns. This was part of his broader strategy to push Fendi’s accessories, particularly bags, into new creative territory.
Fendi’s Iconic Flower Bags
Fendi became renowned for its floral-inspired bags, particularly the Fendi Peekaboo and Fendi Baguette. Both bags would occasionally feature floral embellishments—from leather flower appliqués to embroidered floral details—combining luxury leather craftsmanship with a whimsical floral touch.
The Fendi Baguette, in particular, became known for its floral embroidery on canvas and leather, often using a mix of bold colors and delicate threads, making the bag not just a luxury accessory but a statement piece.
III. Silvia Venturini Fendi: Fusing Heritage with Playful Florals (1994–2019)
Silvia Venturini Fendi’s Feminine and Fun Floral Designs
Silvia Venturini Fendi, daughter of the Fendi sisters and a key designer at the house, took over creative direction for accessories and some ready-to-wear collections in the early 1990s. Her vision for Fendi accessories emphasized a playful, sophisticated approach to luxury.
Under her direction, floral motifs were reinterpreted as symbols of fun and femininity, with flowers appearing prominently in accessories such as bags, shoes, and jewelry. Her designs balanced classic luxury with a sense of whimsy, making florals an important part of Fendi's modern identity.
Key Collection: Spring/Summer 2006
Spring/Summer 2006 marked a major moment for Fendi’s floral aesthetics. This collection featured draped dresses and light, airy fabrics adorned with floral appliqués and embroidered flowers. The collection felt feminine, with roses, daisies, and other classic flowers woven into the designs as romantic accents.
The Fendi Flower Bag was also introduced in this era, featuring intricate leather petals in soft pastel shades, evoking a gardenscape. These designs encapsulated Fendi’s commitment to craftsmanship, with a renewed focus on artisanal floral embellishments.
IV. Kim Jones: Modern Floral Reinterpretation (2019–Present)
Kim Jones at Fendi: Futuristic and Sculptural Florals
When Kim Jones took over as creative director for Fendi Women’s Wear in 2019, he brought a modern, innovative vision that reinterpreted Fendi’s heritage while pushing the brand toward new realms of luxury and avant-garde design.
Jones introduced sculptural floral elements in ready-to-wear and couture collections, blending art, nature, and cutting-edge fashion. His florals were often graphic, architectural, and bold, while still retaining the brand's refined sense of luxury.
Key Collection: Fall/Winter 2021
In Fall/Winter 2021, Jones introduced a series of 3D floral motifs that were sculpted and embossed onto silk dresses and outerwear. The florals were not just patterns, but tactile, architectural creations that added volume and texture to the garments.
These floral designs were also seen on Fendi’s iconic bags—flower-shaped appliqués and petal-like textures added a futuristic touch to the brand’s signature accessories.
Floral Bags Under Kim Jones
Kim Jones’ bags often incorporate floral designs through innovative leatherwork. For example, the Fendi First bag features sculptural leather flowers as part of the bag’s design, combining elegance with contemporary artistry. These floral accents add textural depth and a sense of playful luxury to the brand’s accessories.
V. Fendi’s Floral Identity in Perfume
Fendi’s connection to flowers extends into the world of fragrances, where floral notes play a significant role in the brand’s olfactory offerings.
Fendi L'Acqua (2013): This fragrance combines citrus with floral notes, including jasmine, tuberose, and rose. The scent is fresh, modern, and feminine, much like the floral motifs seen in Fendi's designs.
Fendi Fendi (2010): A deeper, more complex scent featuring rose, peony, and orchid. This fragrance reflects the luxury, elegance, and sensuality that flowers represent in the Fendi universe.
Fendi Furiosa (2019): A bolder, more sensual fragrance with floral accents like iris and rose, combined with woody and amber notes. It’s a darker take on Fendi's floral identity, showing how the brand uses flowers to express both femininity and strength.
VI. Aesthetic Codes of Fendi Florals
Floral Element
Early Fendi (1925-1960s): Subtle leather floral accents; small embellishments on accessories
Karl Lagerfeld (1965-2019):
Avant-garde, abstract florals; oversized floral prints; graphic florals on bags and clothing
Silvia Venturini Fendi (1994-2019): Feminine florals on accessories; playful, whimsical flower appliqués on bags
Kim Jones (2019-Present): Sculptural, 3D florals; architectural flower shapes; modern reinterpretation of floral elements in accessories
Color Palette
Early Fendi: Earth tones, muted florals
Karl Lagerfeld: Bold, graphic colors; abstract florals with contrasting tones
Silvia Venturini Fendi: Soft pastels; gentle, romantic colors
Kim Jones: Bright, futuristic florals; graphic contrasts with metallics
Symbolism
Early Fendi: Luxury, craftsmanship, refinement
Karl Lagerfeld: Modern femininity, innovation, artistic expression
Silvia Venturini Fendi: Playfulness, elegance, femininity
Kim Jones: Futuristic femininity, architectural beauty, luxury craftsmanship
Ellermann Flower Boutique guide: The Floral Evolution of Fendi
From the early days of leatherwork and fur to Lagerfeld’s avant-garde florals and Kim Jones' modern innovations, Fendi’s floral motifs have played an integral role in shaping the brand’s identity. The incorporation of flowers into bags, ready-to-wear, and couture collections has allowed Fendi to maintain its luxury craftsmanship while pushing boundaries in both design and artistry.
