and welcome to "inside fendi." we are in rome, and over the next 30 minutes, bloomberg brings you behind the scenes of one of the most iconic italian fashion houses, fendi, with the ceo pietro beccari. in 1925, two italians opened a fur and leather shop in rome. their names -- edoardo and adele fendi. the mantle passed to their five daughters, and is there where the fendi story really begins. they had some help from this man, karl lagerfeld.

frames we put in the towers are generally those that are of higher value, things such as the pradas, fendishe diors and so forth. >> the next morning, he takes a look at the video and can't believe the spectacle at his eye glass store. the damage amounts to almost $25,000. >> i was somewhat in a daze, and it was somewhat unbelievable the extent of the violence of this break-in. i don't quite even get why it was necessary on the part of the perpetrator. >> but earlier in the week, a similar crime occurs at the store. security cameras are immediately installed, and they catch this second robbery on camera. snarr believes it's the same suspect. >> it's my opinion that that first crime was more of a case to test the alarm system. >> in october of 2010, police arrest 39-year-old adrian irving on charges of breaking and entering and vandalism. two months later, he pleads guilty. he's sentenced to three years in prison. it's all thanks to the 20/20 lens of the surveillance camera. >> it's not that expensive when you get the payback or the reward, when you catch them like this on film. it can go a

but underneath that cover are high heels, fendi purses, cell phones.t the iran you rarely see. where hollywood hits are sold on the street. and where hiking and skiing are popular past times. all they need is snow. >> dates? dates? >> oh, a date. thank you. this ski resort is like the aspen of tehran. drawing hundreds, even on a rainy day like this one. what would you tell american people about iran? >> it has its own advantages and disadvantages, like anywhere else in the world. >> reporter: but not everyone is content with the status quo here. you wish you had a little more freedom? >> yes. definitely. [ chanting ] >> reporter: that is not likely to happen anytime soon. iran remains a strongly conservative nation. where this week, nearly 1 million people, celebrated the anniversary of the islamic revolution. what this celebration is really about is a victory over the u.s. and against western influence. which is why all around me they are shouting, death to america. what do you think of america? [ speaking foreign language ] the great satan, she says.