Even as FENDI honours its legacy, the house now turns a decisive gaze toward a potentially redefining future, past its 100th mark. With Maria Grazia Chiuri assuming the mantle of Chief Creative Officer, her homecoming to Rome signals both visionary cohesion, change, and an expansion of her enduring dialogue of artistry, storytelling, and empowerment of the modern woman’s narrative.
In a realm still largely shaped by male perspectives, Chiuri’s ascension signals a deeper shift in haute couture: one that values empathy as much as innovation, heritage as much as progress. As FENDI moves beyond its centennial milestone, the maison seems poised not only to honor its past, but to reimagine what modern luxury—and womanhood—can mean in the decades ahead.
FENDI’s Next Century Belongs to the Visionaries Who Shape It
Marking its centennial year, FENDI has emerged not just as a Roman house of luxury, but as a global symbol of continuity, creativity, and cultural resonance. The maison’s 100th anniversary celebrations reflected a strategic play of star power, particularly across Asia — with Heart Evangelista’s ambassadorship underscoring the brand’s enduring appeal among discerning collectors and modern tastemakers.
The festivities also shone a light on women who have shaped the maison’s narrative of distinction and design integrity. Among them, Song Yuqi of girl group I-DLE, delivered a powerful performance of her original track “Just Fendi”, an anthem curated in artful dedication to the maison’s bold and distinguished elegant spirit.
At the heart of FENDI’s legacy stands Silvia Venturini Fendi, third-generation custodian and visionary creator of the 90s FENDI Baguette. The severely iconic accessory that defined the 1990s and remains an emblem of effortless sophistication earned her the brand’s legacy award, a recognition of her lifelong commitment to Italian craftsmanship and modern femininity. Her upcoming transition to an honorary presidential role signals a graceful evolution—an act of stewardship rather than departure.
Where Heritage Meets Chiuri
Bernard Arnault, Chairman and CEO of LVMH Group, says, “Maria Grazia Chiuri is one of the greatest creative talents in fashion today, and I am delighted that she has chosen to return to FENDI to continue expressing her creativity within the LVMH Group, after sharing her bold vision of fashion.”
So whilst nostalgia weaves through FENDI’s past, its future is taking a distinctly progressive turn. And in Maria Grazia Chiuri, as newly appointed Chief Creative Officer, the maison should rediscover a new form of continuity and evolution, with her arrival marking a poetic return to her Italian roots. Chiuri’s arc, inspired by a deeper narrative, is less a reinvention and mirrors a rather natural continuation of her creative philosophy, an empathetic blend of intellect, identity, and female agency.
