They decided in 1965 to hire a young German designer named Karl Lagerfeld, who designed the iconic F logo, and catapulted the business into the fashion forefront. After the death of Karl Lagerfeld in 2019, third generation Silvia Venturini Fendi has taken charge of the creative direction of accessories, womenswear and menswear, and the Fendi business has a net income of over $1 billion.