Fendi's iconic Selleria Stiched Bag

In 1925 Adele Casagrande and her husband Edoardo Fendi opened the first Fendi boutique in Rome. It was there that Selleria stitching was born, passed down to the couple by the master saddlers of the eternal city to create the very first line of Fendi bags. Handsewn and made of the highest-quality leather, Fendi’s Selleria bags were an instant success when they were introduced in 1925. Two decades later, the Fendi reins were passed from Adele and Edoardo to their daughters, Anna, Alda, Carla, Franca, and Paola, with each taking responsibility for a specific aspect of the business. In 1965, the glamorous sisters were joined by a young Karl Lagerfeld, who assisted in developing the double-F brand for 54 years. Later, Silvia Venturini Fendi, a third-generation member of the dynasty, also joined the company.

In the present day, the womenswear and couture collections are led by the British designer Kim Jones, while Venturini Fendi oversees menswear and accessories. Her daughter, Delfina Delettrez Fendi, is in charge of the jewelry collections.

Above shown the small iconic Peekaboo ISeeU bag made with 556 tone-on-tone hand-sewn macro topstitches, an emblem of the iconic Selleria workmanship handed down through generations of Fendi artisans since 1925. Despite the changes in leadership, Selleria accessories continue to exude timeless elegance. Fendi artisans still perform the saddle stitching entirely by hand on the house’s Cuoio Romano leathers—buttery-soft, nubby-textured skins. Each Selleria bag is accompanied by a sterling silver tag engraved with a unique serial number and the year 1925. Venturini Fendi emphasizes the importance of discretion and craftsmanship over a typical logo, emphasizing Selleria as an essential part of their brand identity and Roman heritage.

Selleria stitching is showcased on Fendi’s iconic Peekaboo and Baguette models, as well as on newer designs like the Peekaboo Petite, Mini Baguette, and Mini Fendessence hobo bag. It is also featured on smaller leather goods like wallets and cases. Kim Jones explains, “You take something from the past, work with it, and celebrate it. There is a malleability to history—it is something that you make your own. The Selleria is fundamental to Fendi history, and yet it always looks modern. It connects the past to the present and the future.” As Fendi prepares for its official centenary in 2025—a celebration that is guaranteed to attract international attention—it’s evident that Selleria continues to be a cornerstone for the company. Venturini Fendi emphasizes, “In many ways, it shows what we are and who we are.” Grazie!

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