In the mid ’60s What Is Fendi company started cooperation with the young designer Karl Lagerfeld, who changed the style of fur production company. Gradually Lagerfeld turned the bulky and heavy coats in a light and comfortable garments. At this time, What Is Fendi logo was created – the famous «FF».
What Is Fendi company’s controlling stake belongs to the alliance LVMH (Louis Vuitton Moët Hennessy S.A). the sale of the company’s decision was made in 1999. As a result of collaboration opened What Is Fendi flagship stores in Paris and London. In 2001, LVMH Group bought shares of Prada, in the next year acquired the shares of What Is Fendi, and in 2004 became the sole controlling shareholder.