The Fendi line, known for baguette bags, 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. 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. Fendi recently merged with Prada and Louis Vuitton Moet Hennessy.