Fendi’s Fall/Winter Campaign by Jo Ann Callis Turns Maria Grazia Chiuri’s Elevates Fashion Beyond Aesthetics

campaign is being unveiled “one image at a time”, reinforcing the idea of an unfolding visual dialogue. Rome as a timeless, shared backdrop Set against the timeless backdrop of Rome, the campaign uses the city’s architecture and interiors as a quiet stage for Callis’s vignettes.

Columns, corridors and domestic spaces echo Chiuri’s interest in everyday environments rather than purely theatrical sets, framing Fendi’s clothes within lived-in contexts where relationships play out over time.

This Roman setting connects the campaign to Fendi’s heritage as a Roman house while also anchoring Maria Grazia Chiuri’s design language a mix of structure, softness and intimacy in the city where she has long explored feminist and collective narratives.

Maria Grazia Chiuri’s shared wardrobe vision The campaign is built around Chiuri’s idea of a “shared wardrobe” in which womenswear and menswear co exist, and the same coats, jackets and trousers are adapted in size rather than split into “his” and “hers.” One of the key sentences cited in coverage of her debut Fall collection at Fendi is “Less I, more us,” summarising her focus on collective identity over singular showpieces…