it's now run by a c.e.o., celia fendi is still creative creator of accessories and men's wear. with the younger generation in the ranks thinks the company is very much a family affair and its heritage strong. like all luxury brands fendi's heritage is crucial to its appeal. modern day consumers are interested in buying not just a product but part of a story. a sign of authenticity. luckily, history is something fendi has an abundance and the c.e.o., peter bicari treasures. >> the luxury brand, the difference from other brands is the way you tell stories, the customer doesn't want us to buy a product. >> they want history and heritage and a lot of customers want this made in italy. tell us the story of fendi. >> it's a particular brand because it was born by the genius of adalia fendi in 1925, a very courageous woman that started a luxury company by working on fur and then from 1925-1938 we started doing bags and then from this small daughters of fe -- five daughters of fendi. it's a brand started with a woman and continued by women. they take over from the mother and are the rev