Fendi is an Italian luxury fashion brand which was founded in 1925 in Rome by Adele and Edoardo Fendi. It was launched as a small and medium fur and leather goods shop. The business was then taken up by their five daughters. The brand specializes in ready-to-wear, fur, shoes, leather goods, watches, fragrances, accessories and eyewear. Fendi is well known for its fur and fur accessories. Leather goods like Peekaboo handbags, Penguin handbags, 2jours and “Baguette” are some of the specialties of this label. In 2007, Fendi made history by holding a fashion show on top of the Great Wall of China. The fashion show was the first one of its kind to be visible from the moon.