As a central part of her first FENDI collection, Maria Grazia Chiuri introduces Echo of Love, a project centered on remodeling timeless fur garments and giving new life to the memories held within, beginning with pieces from her own personal collection

The project reflects the process behind the House's first fashion show, the Collection of Love presented in 1958, during which the five Fendi sisters reclaimed pieces from their own closets to create new garments

A highly pragmatic approach to creativity came into play with women taking into consideration what could be achieved with what they had available to them 

Restyling garments however goes beyond pragmatism, but is also an act of radical creative resistance to standardization that re-establishes a deep connection with the material and the memory of the lived history of our garments

"Every garment has a memory, bringing it back to life is a great pleasure because it speaks to a product’s ability to last beyond seasons, I also believe this practice can seamlessly integrate with the immense savoir-faire that we possess and do not wish to lose"

Maria Grazia Chiuri

Reworking vintage styles however introduces a different relationship with these techniques, requiring an unpicking of individual pieces, a studying their original form and the creation of new silhouettes that respond to contemporary aesthetics.

In the process, new possibilities emerge from existing materials while remaining attentive to both the garment's history and the person who will wear it next

To learn more about the Echo of Love project please contact the dedicated team