MARIA GRAZIA CHIURI NAMED FENDI CREATIVE DIRECTOR

Photography by Paola Mattioli

Summary:

• Maria Grazia Chiuri takes over as Fendi's creative director after Silvia Venturini Fendi becomes Honorary President
• Chiuri spent a decade leading Dior before returning to Fendi, where she worked in accessories starting in 1989
• The appointment brings an Italian designer back to lead the Roman fashion house's creative direction

Maria Grazia Chiuri returns to Fendi as the house's new creative director. The appointment follows Silvia Venturini Fendi's transition to Honorary President of the family maison.

Bernard Arnault, LVMH president and CEO, welcomed the decision. "Maria Grazia Chiuri is one of fashion's greatest creative talents today. I am pleased she has chosen to return to Fendi to continue expressing her creativity within the LVMH group. Supported by the Fendi team and in a city dear to her, I am confident Maria Grazia will contribute to the artistic renewal and future success of the maison, perpetuating its unique heritage."

The designer built her reputation during her decade at Dior. She transformed the brand into a commercial powerhouse. Sales reached record levels under her leadership. Now she closes this chapter to begin another at Fendi.

This move represents more than a new position. Chiuri first joined Fendi's accessories department in 1989. During those early years, she worked alongside Pierpaolo Piccioli. Their partnership started as an unofficial creative friendship. By 2008, they had formed an official design duo at Valentino.

The appointment addresses Fendi's need for Italian leadership. The house maintains deep ties to Rome. Having a Roman designer at the helm preserves this connection. Chiuri knows the city. She understands its cultural context. Her background aligns with the brand's heritage.

Fendi faced a transition period after Silvia Venturini Fendi's departure from the creative director role. The Venturini Fendi family has shaped the brand for generations. Silvia's move to Honorary President marked the end of an era. The house needed someone who understood its DNA while bringing fresh perspective.

Chiuri brings both qualities. Her 1989 to 1999 tenure at Fendi gave her intimate knowledge of the brand's codes. She learned its craft traditions. She absorbed its approach to luxury leather goods. These formative years shaped her design philosophy.

Her time away from Fendi added new dimensions to her skills. At Valentino, she and Piccioli elevated the house's profile. They balanced commercial success with critical acclaim. Their partnership lasted until 2016, when Chiuri left for Dior.

At Dior, she made history as the first woman to lead the house. She introduced a feminist perspective to the collections. She emphasized wearability alongside spectacle. The business results spoke clearly. Dior became one of LVMH's top revenue generators during her tenure.

Now she returns to where her career began. The circular nature of this appointment holds symbolic weight. Fendi gets a designer who knows its past and has proven her ability to drive commercial success. The brand needs both as luxury fashion faces changing consumer behaviors and economic uncertainty.

Chiuri takes charge during a complex period for luxury goods. High inflation affects purchasing patterns. Younger consumers approach luxury differently than previous generations. Digital channels reshape how brands connect with clients. These challenges require creative vision combined with business acumen.

Her track record suggests she understands these dynamics. She balanced artistic expression with market demands at Dior. She maintained brand prestige while expanding customer reach. Fendi will expect similar results.

The Fendi team remains in place to support her vision. Continuity in the studio helps preserve institutional knowledge. Chiuri will lead this group while respecting their expertise. Her management style at Dior emphasized collaboration rather than top-down directives.

Rome serves as the backdrop for this new chapter. The city shaped Fendi's identity since the house's founding. Chiuri's return reinforces this geographic and cultural bond. Her familiarity with Rome adds authenticity to her leadership.

The fashion industry watches this appointment closely. Major creative director changes always draw attention. When a designer returns to a former employer at the top level, the stakes feel higher. Chiuri must prove this homecoming serves more than nostalgia. She needs to show Fendi made the right choice for its future.