A story that returns to its origins to look ahead. With Maria Grazia Chiuri’s return, Fendi opens a new creative chapter. A vision that runs through the Maison and also embraces the Kids universe.
Maria Grazia Chiuri’s Homecoming
For Maria Grazia Chiuri, Fendi is not simply a new professional chapter. It represents a return.
It was within the Maison that the designer took the first steps of her career, training alongside the five Fendi sisters.
In 2025, the circle closes: Chiuri returns to Fendi as Chief Creative Officer, called upon to write a new chapter in the history of the Maison. A return to her roots that is not driven by nostalgia. On the contrary, the past becomes something to reinterpret through a contemporary perspective.
At its heart is not only a new aesthetic, but a broader idea of fashion: a language built around people, craftsmanship and the value of a wardrobe designed to be lived in.
“Less Me, More Us”: A New Idea of Fendi
A few words capture the manifesto chosen by Maria Grazia Chiuri for her first Fendi collection.
It is a statement that brings the collective spirit of the Maison back to the forefront. From the story of the five Fendi sisters to the different generations of creatives and artisans who have shaped its identity, Fendi has always been the result of a dialogue.
The wardrobe also takes on a new perspective. Clothes are not designed simply to be observed, but to become part of everyday life, move with the body and allow freedom of movement. Luxury becomes less rigid and more natural.
A sensibility that finds a particularly natural expression in the Kids universe.
The New Language Meets Fendi Kids
In the wardrobe of the youngest, Fendi’s identity meets a new spontaneity.
The silhouettes are clean, the volumes comfortable, and the great classics of childrenswear shape a sophisticated everyday wardrobe, where luxury does not restrict movement but moves with it.
It is precisely this balance that defines the new Fendi Kids universe: on one side, the Maison’s signature savoir-faire and attention to construction; on the other, the desire to create pieces designed to be truly lived in by children.
Even in the more structured looks, formality gives way to freedom. Coats, knitted jackets and dresses become part of a contemporary and versatile wardrobe, able to move across different occasions without losing its elegance.
Among the collection’s most recognisable codes is the Dadi motif, a graphic and playful element embroidered on sweatshirts, T-shirts, polos and knitwear, becoming a small recurring signature across different looks.
It is highlighted by yellow accents running through collars, trims and knitwear details. Alongside these brighter notes, navy, grey and ivory define the collection’s most essential and versatile side, creating a wardrobe that is easy to wear and instantly recognisable.