[8] In 1946, the five sisters Paola, Anna, Franca, Carla, and Alda joined the company in its second generation as a family-owned enterprise,[9] each owning 20 percent.

[18] Silvia Venturini Fendi, daughter of Anna, also joined the fashion house in 1994 and has since been the artistic director for accessories and co-designer of the women's line alongside Lagerfeld; in 1997 she designed the Baguette Bag, an iconic model that beat all sales and notoriety records.

[21] On 19 October 2007, Fendi chose the Great Wall of China to present its spring-summer collection and with 88 models, the first fashion show there.

[29][30] Later the brand celebrated its 90th anniversary with a fashion show at the Trevi fountain in Rome[31][32] and planned to move its headquarters to Palazzo della Civiltà Italiana,[33] paying 2.8 million euros per annum to occupy the space;[34] Fendi instead opened a hotel and its largest store at the location in 2016.

[38] In September 2020, English designer Kim Jones was announced as artistic director of Fendi's women's collection, formerly occupied by Lagerfeld.

[39] Under his leadership, Fendi collaborated on a clothing collections with Kim Kardashian West's shapewear brand Skims (2021),[40] Versace (2022)[41] and Stefano Pilati (2023).

[50] All previous Fendi fragrances were removed from the market after the end of the brand's beauty license with Gucci Group's YSL Beauté division in 2005.

[53] From 2013 until 2021, the company had a brand licensing agreement with Safilo for the design, production and worldwide distribution of Fendi sunglasses and optical frames.

[54] In 2021, Fendi ended its partnership with Safilo and entered into an agreement with LVMH-owned Thelios to create, produce, and distribute its eyewear collection.

[63][64] Many famous film directors in the 1970s, including Luchino Visconti, Federico Fellini, Franco Zeffirelli, and Mauro Bolognini, chose Fendi furs for their characters.

[65] Fendi has also dressed Sophia Loren, Diana Ross, Jacqueline Kennedy Onassis, Soraya, and Liza Minnelli.

[70] Past campaigns have featured Mark Ronson (2012),[71] Catherine Zeta-Jones (2019),[72] Zoey Deutch (2020),[73] Linda Evangelista (2022),[74] Naomi Campbell (2023)[75] and Nicholas Galitzine (2023),[76] among others.

[78][79] In 2019, Fendi committed 2.5 million euros to restore the Temple of Venus and Roma, when it held its couture show at the site.

[88] Fendi sued Burlington in 1986 for selling counterfeit handbags, and filed a new lawsuit in 2006 after concluding the company was violating the injunction.

In 2010, a U.S. Magistrate recommended that Burlington pay Fendi just over $5.6 million in damages, attorney's fees and costs to settle a dispute dating to 1986 over the alleged sale of counterfeit Fendi-branded leather goods.