In light of Dolce & Gabbana and Dior’s recent ad campaigns and collections that targets millennials, Fendi has decided to follow suit in the move to target younger audiences. On Monday, February 6th the Italian luxury brand launched an online platform called “F is For…”, which is essentially a blog.
The purpose of the website is to showcase what the brand calls “the New Rome.” According to a release statement from the brand, their goal is to relay the message that “the Eternal City is far from its stereotypes… [It’s] a dynamic yet urban hub seen by the eyes of the F IS FOR… young crew.” In addition to reaching a younger audience through the Internet, Fendi is also attempting to bring attention to Rome as a major fashion city. So far, the website features apparently unfiltered photos of the city and travel guides so that users can experience the city through the eyes of the younger generation of Fendi models, like Gigi and Bella Hadid.
There are five sections on the website to explore. The first, “Freaks,” is an explanation of the vision and purpose of the platform. The next, “Fulgore,” is another nod to millennials, as it is filled with fashion editorials that have been shot on the iPhone 7. The “Faces” section lets the viewer meet the new models and members of the Fendi “young crew.” Finally, the “Freedom” section lists local hot spots, while “Fearless,” features various musicians and artists.
What is most exciting about the “F is For…” campaign is that it is not confined to the computer screen. It will also be hosting events, like concerts, parties, fashion shows, to allow people to interact with the brand in person – the first of which will be a New York Fashion Week kick off party featuring performances by Migos, Metro Boomin, 21 Savage and Lil Uzi Vert.
The website can be reached at https://fisfor.fendi.com.