Italian luxury fashion house Fendi has launched a digital platform aimed at millennials.
It has already created a Fendi app for the Google Play Store for Android phones, with a wider roll-out scheduled this week. The site is dubbed “F is for…”, and is divided into five sections: Freaks, Fulgore (a fictional game character), Faces, Freedom and Fearless.
Fendi worldwide communication director Cristiana Monfardini, who created the initiative, says the idea is to share the millennials’ vision of The New Rome, “keeping a distance from stereotypes of the city and offering a different perspective and a new language”.
The project tapped the resources and ideas of Fendi employees in that Millennial age bracket.
Each section on the website provides a distinct outlet for the target market: Freaks lays out the site’s manifesto, while Fulgore offers fashion editorials – all with a link to Rome and featuring smartphone photos of Millennial models wearing Fendi. Faces spotlights inspiring individuals, and Freedom maps out interesting experiences and places around the world.
Finally, Fearless is a creative outlet covering music, art and culture. It even lets artists request to perform on the rooftop of Fendi’s Palazzo della Civilta headquarters in Rome.
Fendi is celebrating the launch with a party for millennials in New York on Friday night – described as the “first-ever fashion music TV show” and featuring live performances.