Maria Grazia Chiuri Returns to Fendi as Chief Creative Officer

In what many are calling one of the most momentous creative appointments in luxury fashion of late, Maria Grazia Chiuri has been named Chief Creative Officer (ie Creative Director) at Fendi. Her return to the Roman maison marks both a full-circle moment and a bold step forward—especially as Fendi enters its centenary year.

The Fendi Appointment: What Changed and What’s at Stake

Fendi and its parent company LVMH confirmed on October 14, 2025 that Maria Grazia Chiuri would become the maison’s new Chief Creative Officer, marking one of the most symbolic homecomings in modern luxury fashion. Chiuri previously worked at Fendi early on in her career, before moving on to Valentino and then Dior, and will be bringing her rich expertise from all three brands to her key role at Fendi. Her first collection is set to debut at Milan Fashion Week for the Fall/Winter 2026 season, where she will unveil her renewed vision for the Roman house.

The appointment also ushers in a creative reorganization within Fendi. Silvia Venturini Fendi, who has long overseen the brand’s menswear and accessories—and more recently took charge of womenswear after Kim Jones’s departure—has stepped back from her creative duties and will now serve as Honorary President. It’s a passing of the torch from one pioneering Italian woman to another, and one that underscores the brand’s continued dedication to craftsmanship, family legacy, and evolution.

In announcing the news, Bernard Arnault, Chairman and CEO of LVMH, praised Chiuri as “one of the greatest creative talents in fashion today,” noting that her return to Fendi represents both a renewal of artistic vision and a reaffirmation of its roots. He emphasized that her leadership would “contribute to the artistic renewal and future success of the maison, while perpetuating its unique heritage.”

Fendi’s own leadership echoed that optimism. CEO Ramon Ros described Chiuri’s arrival as a pivotal moment, saying that the modern creative director’s role “is no longer to simply design beautiful clothes but to curate a culture.” He expressed confidence that her “talent and vision will be instrumental in fortifying Fendi’s heritage, shaping future talent, and deepening our commitment to Italian craftsmanship.”

Together, their words paint a clear picture: Chiuri’s appointment isn’t just about aesthetics—it’s about ensuring that Fendi remains both a cultural force and a creative institution for the next century (and beyond).

Why This Matters: Symbolism & Forward Strategy

Representation in luxury leadership

Chiuri becomes one of the few female creative directors leading major houses—a critical counterbalance in an industry historically led by men. Her appointment follows a broader movement of Creative Director Musical chairs (like Matthieu Blazy from Bottega Veneta to Chanel, Alessandro Michele from Gucci to Valentino, Demna from Balenciaga to Gucci, etc, etc), but it’s especially meaningful for Fendi to place a woman as the steward of its heritage and future.

For TLL readers and aspirants in fashion: this is not just symbolism. It’s a bridge for rethinking creative leadership, fostering mentorship, and signaling that women’s voices can shape luxury houses at the highest level. 

Brand preservation + reinvention

Chiuri’s deep roots within Fendi and LVMH brands bring a rare advantage: she knows the DNA, the artisans, and the legacy. But she also arrives with the freedom of new vision. Her tenure at Dior has shown that she can shift perceptions while respecting heritage. This balance will be key as Fendi celebrates 100 years and positions itself for the next century.

Consolidation of creative vision

Under Chiuri, Fendi’s divisions (women’s, men’s, couture, accessories) may benefit from a more unified narrative. Historically, many maisons separate creative leadership across divisions. With one visionary directing the arc, Fendi can present a more cohesive identity. We can see that LVMH has taken the same unified approach with Chiuri's successor at Dior, Jonathan Anderson, who is in charge of all collections from the house.

What We’ll Be Watching

• First runway under Chiuri: How will she reinterpret Fendi’s codes (such as the “FF” motif and zucca print, use of furs and exotic skins, and architectural Roman references) through her feminist and art-focused lens?

• Commercial impact: Can she generate new high-potential hero pieces (new it bags, sold-out footwear, etc) that parallel successes like Dior’s Book Tote or Bobby Bag?

• Narrative and storytelling: Will she bring the same depth of storytelling that defined her Dior era? Her POV felt cultural, feminist, and artisanal. But maybe she'll potentially feel pressured to go more mainstream at Fendi.

• Talent and atelier development: Expect renewed focus on training, craftsmanship, and internal collaboration under her guidance. Who will become her mentees, and potentially, her successors?

A Turning Point for Fendi & the Industry

Maria Grazia Chiuri’s arrival at Fendi is more than a major headline—it’s a meaningful moment in luxury fashion’s evolution. She brings the heritage credibility she earned in her early career, the boldness cultivated at Dior and other brands, and a much-needed feminine vision to a house with centuries of legacy.

For The Luxe Loop's community—luxury enthusiasts, business minds, and industry newcomers—this is an excellent entry point to observe how legacy and innovation intersect. Chiuri’s journey underscores that success in luxury is about far more than products: it’s about identity, values, cultural conversation, and visionary leadership.

Congratulations to Chiuri—and to Fendi—for appointing a Creative Director who is both homegrown and radically forward-looking. We can’t wait to see what she reveals in February.