Fendi's iconic bag, the Selleria, celebrates its 20th anniversary

Feb 18, 2014

This year marks the 20th anniversary of the iconic "Selleria" bag series from FENDI, a luxury brand representing Rome, Italy.

Adele and Edoardo Fendi, who founded FENDI in 1925, hand-sewn bags from precious mineral-tanned Dutch calf leather, "Cuoio Roma," using techniques preserved and passed down by master Roman saddlers. The bags, which are entirely handcrafted and take six times longer to produce than machine-made bags, have earned a reputation for their simple designs, which have continued to evolve with the times and have shaped the brand's history.

Then, in 1994, FENDI's iconic bags were reborn as part of the "Selleria" series, created by Silvia Fendi, the third generation of creative directors of the Fendi family. Furthermore, in 2013, Silvia launched eight new bags, six named after Adele and her five daughters, Franca, Paola, Carla, Alda, and Anna, as well as two more iconic bags, the "Baguette" and the "Peekaboo." Among them, the "Adele 1328" is a best-selling item named after Adele Fendi, and is finished by carefully connecting each part with 1,328 hand stitches. It is a doctor's bag-style bag with excellent storage capacity, characterized by its voluminous shape and clean lines. The Fendi official website has released a short film, "Adele's Dream," featuring the Adele bag. This work, which depicts a day in the life of a woman played by Marta Paulina Weidel with a mysterious touch, also focuses on Cuoio Roma, known for its beautiful grain (patterns on the leather surface). This stop-motion animation, created through the daunting task of filming rose petals made in Cuoio Roma while moving them little by little by hand, also serves as a homage to Fendi's craftsmanship.
編集部
  • Adele has continued to innovate with the times
  • Selleria's Japan-exclusive series. From left: Adele 723, Baguette 635, Peekaboo 1522
  • The entire bag production process is done entirely by hand.
  • The large size "Adele 1328" has 1328 stitches. The small size "Adele 723" has 723 stitches.
  • The large hand stitching that characterizes "Selleria"
  • The bag also has a serial number.
  • Precious mineral-tanned Dutch calf leather "Cuoio Roma"
  • "Adele 1328" appears in the short film "Adele's Dream"
  • This stop-motion animation, born from the daunting task of manually moving rose petals one by one, is a tribute to Fendi craftsmanship.
  • The short film "Adele's Dream" is available on the Fendi official website.
  • The star of the short film is Marta Paulina Weidel
  • Communicating the charm of the beautiful grain of "Quoioroma"
  • A mysterious depiction of "Adele 1328" and a woman's day in the life
Back to Top