Jessica Alba Named Face of Fendi in Chiuri Era Debut
Jessica Alba is the new face of Fendi's Fall/Winter 2026-27 Couture collection under Maria Grazia Chiuri's debut as Chief Creative Officer.
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Aug 8, 2026
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4 min readJessica Alba is returning to the forefront of high fashion. The actress and entrepreneur has been named the new face of Fendi, marking a significant career reinvention as she steps into a new chapter following her departure from The Honest Company’s daily operations.
The campaign is tied to the Fall/Winter 2026-27 Couture collection, which serves as Maria Grazia Chiuri’s debut as Fendi’s first Chief Creative Officer of Couture.
The partnership signals a major move for Alba, who has largely stayed out of the fashion limelight in recent years while building her consumer goods empire.
Now, with her focus shifting back to her Hollywood roots, she is taking on a prominent role for one of Italy’s most storied luxury houses.
Campaign Details and Behind-the-Scenes
The campaign was shot in Rome by photographer Jo Ann Callis, with creative direction from Maria Grazia Chiuri and Rachelle Regini.
Alba was also photographed with the iconic Baguette 26424 Re-Edition bag, a standout piece from Chiuri’s debut collection.
The choice of the Baguette—a silhouette with deep ties to Fendi’s heritage—highlights the new creative direction’s blend of nostalgia and modernity.
Alba gave her 21.9 million Instagram followers a closer look at the project, sharing a carousel of six photographs and two videos from the shoot.
The images show her in a series of poses wearing an all-black outfit, including a loose-fitting vest top, trousers, heels, and an over-the-shoulder clutch purse.
Her caption read: “Behind the scenes of my @fendi shoot 🖤.”
She also posted a 37-second “GRWM” (get ready with me) reel, showing her hair and makeup being done for the session.
That video was captioned: “GRWM for my @fendi shoot 💋.”
The social media activity comes on the heels of Alba attending the Fendi Haute Couture show in Rome, where she was seen with the Baguette 26424 Re-Edition bag.
That appearance now reads as the first public signal of the partnership, which has been percolating behind the scenes.
A Pivot From Entrepreneur to Muse
Alba’s return to fashion is a notable shift for the 45-year-old, who has spent the past decade-plus building The Honest Company.
She co-founded the consumer goods brand in 2011 and stepped down from daily operations in 2024, though she remains a shareholder and board member.
During her tenure, she largely prioritized the business over personal fashion endorsements, making this Fendi campaign one of her most high-profile style collaborations in years.
The move also places her at the center of a transitional moment for Fendi.
Chiuri’s appointment as the first Chief Creative Officer of Couture represents a new chapter for the Roman house, and tapping Alba—a figure who straddles Hollywood and business—signals the kind of cross-industry appeal the brand is courting.
Alba’s career has spanned action films, comedies, and superhero tentpoles, including 2005’s Fantastic Four, 2010’s Little Fockers, and 2013’s Machete Kills.
But her recent spotlight has been on her entrepreneurial ventures, making this campaign a deliberate re-entry into the entertainment and fashion sphere.
For Alba, the Fendi role represents more than a simple endorsement deal.
It positions her as a muse for a major luxury house during a defining creative transition, allowing her to reassert her presence in the fashion world while maintaining the business credibility she built over the last decade.
With Chiuri’s vision now beginning to take shape, Alba’s face will be among the first to define it.
The campaign, shot in Rome, is set to introduce the Fall/Winter 2026-27 Couture collection to a global audience, and Alba’s involvement guarantees a spotlight that extends well beyond the traditional fashion press.
Whether this signals a broader return to red-carpet fashion work remains to be seen, but the partnership is a clear statement from both parties.
For Fendi, Alba brings mainstream appeal and a built-in audience of millions.
For Alba, it is a chance to reclaim a space in high fashion on her own terms.
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