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In 2016, Chiuri became Christian Dior’s first-ever female Creative Director (of womenswear, haute couture, and accessories, but not menswear). Chiuri has recognized the misogyny deeply rooted in fashion. “Designers who are men can do womenswear, but designers who are women cannot do menswear,” she said.
Chiuri spent nearly a decade incorporating her feminocentric, feminist, collaborative approach to design and storytelling after her success at being Dior’s Creative Director. Her history in the fashion industry was a significant leading influence in the new FENDI collection.
This collection was Chiuri’s first as FENDI’s creative director, after leading Dior and beginning her career in the late 1980s. The overarching theme is “Less I, More Us” a manifesto of collaboration, community, and honoring FENDI’s heritage, especially the five founding FENDI sisters. The designs blend rich textures, tailored silhouettes, and nuanced femininity, with standout pieces like lace blouses, floral‑printed shearling coats, and fresh interpretations of classic shapes. Accessories are central in the collection as well, especially re‑imagined Baguette and Peekaboo bags in varied materials and finishes that evoke both nostalgia and modernity.
The campaign and collection have sparked enthusiasm across fashion platforms and social feeds: Journalists and fashion observers are calling this moment “a bold yet thoughtful reinvention” for the heritage Italian house, noting Chiuri’s commitment to collaboration and craft. Social commentary highlights FENDI’s narrative shift from the house’s legacy as a furrier and accessory maker to a more inclusive, emotionally resonant brand story. Online reaction to campaign imagery and styling is lively, with notable commentary around artistic references and re‑contexts of classic pieces (e.g., Callis’ photographic vision). The campaign sparked immense social buzz. Comments left on the FENDI Instagram account emphasize the success of the collection. Specifically with FENDI customers reporting that Chiuri created the perfect mix of feminine and unisex wearability.
The production of the campaign was by Exposure, and through a collaborative effort of multiple talents that Exposure represents, (including Stefan Beckman for the set design, Arianne Phillips for fashion styling, and Honey for nails) the campaign was brought to life.
