After a career leading major houses like Christian Dior and Valentino, Maria Grazia Chiuri has returned to Fendi as Chief Creative Officer.. The 62-year-old designer is currently in Los Angeles reflecting on her homecoming to the brand where she began her career over three decades ago.
The "Plural" Philosophy of the Five Fendi Sisters
Chiuri’s return to Fendi is defined by a move away from the "ego" of the individual designer and a return to collective creativity. She credits much of her foundational training to the five Fendi sisters—Anna, Carla, Paola, Franca, and Alda—who led the house during her early years. According to the report, Chiuri learned early on that the brand operated with a "plural" mindset, a philosophy that values the contributions of various ateliers and artisans over a single creative voice.
This collaborative approach is a cornerstone of her new role, which sees her overseeing womenswear, menswear, accessories, and couture following Silvia Venturini Fendi’s transition to honorary president. By leaning into this heritage, Chiuri aims to honor the experimental spirit that defined the house during the era of Karl Lagerfeld.
Why the Croissant Bag is Reappearing in Los Angeles
A major component of Chiuri’s current tenure involves breathing new life into the Fendi archives, specifically through the revival of the Croissant bag. While the original design was noted for its tiny, croissant-like proportions, the updated version features a more functional size for modern life. As reported by the source, the bag launched exclusively at the Fendi boutique on Rodeo Drive this Thursday, with an online prelaunch scheduled for Friday and a wide release on October 22.
This product relaunch follows the massive cultural impact of the Baguette, a design Chiuri helped develop alongside Venturini Fendi. The Baguette’s popularity was famously bolstered by its appearance in Sex and the City, a cultural phenomenon that Chiuri notes was vital for the brand's recognition in the American market.
From Intarsia Cashmere to Fendi Casa : Chiuri’s New Material Focus
Chiuri is looking to expand the brand's technical boundaries by applying traditional craftsmanship to unexpected mediums. Her current creative obsession involves taking intricate techniques used in fur and leather and translating them into textiles.. This includes the use of Intarsia cashmere, silk knitwear, and combinations of leather and chiffon to create a more versatile, "mixable" wardrobe.
Her vision also extends into the home through Fendi Casa. Chiuri is researching new colors, materials, and textiles to establish a distinct aesthetic language for the brand's domestic offerings, aiming for a sense of continuity that allows pieces to be worn and used across different seasons.
What the Restoration of Teatro della Cometa Means for Her Creative Balance
Beyond the world of high fashion, Chiuri is deeply invested in the cultural landscape of Rome through the Teatro della Cometa. After acqiring the historic theater in 2020, she spent five years restoring the venue, which officially reopened in May 2025. Working alongside her daughter, Rachele Regini, Chiuri intends to use the space to intersect varoius art forms, including dance and music.
However, the dual demands of managing a global LVMH-owned fashion powerhouse and a historic Roman institution raise questions about her ability to maintain personal balance. It remains to be seen how she will navigate the intense schedule of a Chief Creative Officer while fulfilling her commitment to the arts in Italy.
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