The Fendi line, known for baguette handbags, furs and fragrances, was started by Adele Casagrande in 1918 as a leather and fur store in Rome, and was renamed when she married Edoardo Fendi in 1925. As the Fendis became more successful, the family involvement also included their five daughters: Paola, Carla, Anna, Franca and Alda. In 1965, the Fendis merged with Karl Lagerfeld, who is credited for designing the famous "FF status system" and their first fur collections.