"The first surprise, as Milan fashion week began, was a catwalk painted with the motto: Less I, more us. Backstage Chiuri explained that she wanted to celebrate the proud matriarchal heritage of Fendi, which has been led by four generations of women in the family. The new motto, she said, was a celebration of the female way of doing fashion, and also the Italian way of doing fashion, which is about sharing ideas, and craftsmanship, and working in freedom."
"Chiuri's return to fashion's frontbench, eight months after departing Dior where revenues almost quadrupled over seven years, was stamped with her identity and values. Just as the We Should All Be Feminists T-shirt in 2016 began a pivot from ladylike femininity to modern feminism at Dior, so this Fendi debut was about shaking off rich-lady aesthetic codes and engaging with modern women's lives."
"She dressed the first model in the same style of oversized black blazer that she herself was wearing for show day. There were jeans with trenchcoats, and cargo pants with trainers. Several models carried two bags, commuter style: a cute handbag, plus a tote for overspill."
Maria Grazia Chiuri joined Fendi as creative director after seven years at Dior, where she significantly increased revenues. Her debut collection at Milan Fashion Week featured the motto 'Less I, more us,' celebrating Fendi's matriarchal heritage spanning four generations of women leadership. Chiuri positioned herself as an upholder of tradition rather than a disruptor, emphasizing the Italian approach to fashion centered on shared ideas and craftsmanship. The collection reflected her feminist values through practical styling: oversized blazers, jeans with trenchcoats, cargo pants with trainers, and functional two-bag carrying systems. This debut represented a departure from luxury codes toward modern women's everyday lives, consistent with her previous work at Dior.
Read at www.theguardian.com
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