PARIS, October 14, 2025 – LVMH (MC.PA) appointed Maria Grazia Chiuri as Fendi’s chief creative officer, marking her return to the Italian luxury house after exiting Dior in May.
- Former Dior designer returns to Fendi after 35-year gap
- Replaces Silvia Venturini Fendi, granddaughter of house founders
- Move signals LVMH’s strategic reshuffling of creative leadership
Market reaction & context
The appointment represents a significant creative leadership change for LVMH’s leather goods and fashion division, which contributed 42.2 billion in revenue in 20231. Chiuri’s appointment comes as luxury conglomerates face pressure to maintain brand relevance amid shifting consumer preferences and economic headwinds.
LVMH shares have underperformed the broader luxury sector this year, with investors closely watching creative director appointments as key drivers of brand momentum and sales growth.
Detailed analysis
The 61-year-old Italian designer previously worked at Fendi from 1989 to 2007 before joining Valentino and later becoming Dior’s first female creative director in 20162. Her return to Fendi marks a homecoming to the Roman house where she spent nearly two decades early in her career.
Chiuri will take over from Silvia Venturini Fendi, who has led the brand’s creative direction and represents the third generation of the founding family3. The transition reflects LVMH’s strategy of rotating high-profile designers across its portfolio to reinvigorate brands and capture new market segments.
Creative leadership transition
At Dior, Chiuri was known for incorporating feminist themes and collaborating with artists, helping drive the brand’s revenue growth during her tenure4. Industry analysts view her appointment at Fendi as an attempt to inject fresh creative energy into the leather goods specialist.
“Maria Grazia Chiuri returns to the Italian designer she previously joined in 1989,” LVMH said in confirming the appointment5. The company did not specify when Chiuri will present her first collection for Fendi or provide details about the transition timeline.
Outlook
The creative director change comes as LVMH navigates a challenging luxury market environment, with growth slowing in key regions including China. Fendi, known for its leather goods and fur craftsmanship, has been expanding its ready-to-wear offerings under Venturini Fendi’s leadership.
Chiuri’s proven track record of revitalizing heritage brands and connecting with younger consumers could prove crucial for Fendi’s continued growth within LVMH’s diverse luxury portfolio.
Not investment advice. For informational purposes only.
References
1(October 14, 2025). “LVMH names Maria Grazia Chiuri chief designer at Fendi”. Reuters. Retrieved October 14, 2025.
2(October 14, 2025). “At Fendi, Maria Grazia Chiuri Takes on Chief Creative Officer Role”. WWD. Retrieved October 14, 2025.
3(October 14, 2025). “Maria Grazia Chiuri Returns to Fendi as Chief Creative Officer”. Vogue. Retrieved October 14, 2025.
4(October 14, 2025). “LVMH Appoints Maria Grazia Chiuri as Fendi’s Chief Creative Officer”. The Wall Street Journal. Retrieved October 14, 2025.
5(October 14, 2025). “Maria Grazia Chiuri named creative director at Fendi”. Yahoo Finance. Retrieved October 14, 2025.