“How do we make Fendi great again?” This was the deliberately provocative question accompanying the arrival of Ramon Ros at the helm of the Roman maison, according to Glitz.Paris. Appointed CEO last April, Ros has set out a targeted strategy built on cost-cutting and a radical overhaul of the management structure. Within just a few months, long-standing figures and heavyweight executives have exited the brand, while the arrival of Maria Grazia Chiuri as creative director has accelerated an internal revolution aimed at revitalising the image and product offering of the LVMH-owned fashion house. And so, the Ros–Chiuri cure is shaking Fendi to its core.
The Ros–Chiuri cure shakes Fendi
Ramon Ros’s plan has struck hard at the upper ranks. Paolo Lauretta, formerly of Gucci and Fendi’s global HR director, was dismissed only a few weeks after the new CEO took his post. The same fate befell Natasha Davis, head of visual merchandising, and other senior executives such as Corinne Cavallin, Gioia Persichini and Stefano Rellini. Meanwhile, Alberto Fabbri, head of governance and compliance, is set to be appointed vice-president of LVMH Italy. Steering the new creative era will be, as widely reported, Maria Grazia Chiuri, returning to Fendi after twenty-five years. According to Glitz, the designer has insisted on bringing in a trusted team, clearing the way for her daughter Rachele Regini, who is expected to take on a strategic role in global communications. Silvia Venturini Fendi, the family heir, has instead become honorary president — a clear signal that Ros prioritises results and pragmatism over dynastic ties.
The challenge of the new it-bag
The real sticking point, however, remains commercial. The attempt to revive the Spy bag — an icon of the early 2000s — proved a flop, and without a new it-bag the brand struggles to keep pace with its rivals. Hopes now rest on Chiuri, who was part of the team that created the Baguette in 1997, to recreate that success. In the meantime, Ros has launched a downsizing plan: closing prestigious corners in Paris, moving the French headquarters into smaller yet exclusive premises, and reviewing costly projects inherited from Andrea Rigogliosi, such as the mega-store on Via Montenapoleone. The maison now finds itself suspended between the weight of high-profile departures and the anticipation of a creative revival. The initial question remains unresolved: can Fendi reclaim its place centre stage?
Pictured, right: Ramon Ros
Read also:
