Fendi’s raison d’etre is furs – the house of Fendi has taken furs into the world of ultra-glam and have very neatly side-stepped the whole PETA debate (moot since you would kill to wear that exquisite Fendi fur .. wouldn’t you ?)   And let’s not forget the bags . and the baguettes!  Seasons of Sex and the City have made Fendi the hottest thing around since sliced baguettes. You must pay homage to the design genius of Karl Lagerfeld though – his creativity has taken not just Fendi, but also Chanel and Chloe to new heights as fashion brands.  So much so that there are waiting lists of years for some of the most wanted bags like Fendi Spy.  And there are the clothes – now with regular couture collections every season.  After 80 years Fendi with its iconic double F logo demonstrate remarkable staying power in the fickle world of luxury fashion.