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Fendi is the latest luxury brand looking for new ways to reach a younger audience. Much like Dolce & Gabbana, which has focused its most recent ad campaigns and runway collections on millennial consumers, and Dior, whose pre-fall range was chock full of Instagram bait, the Italian label is making a play for the social media savvy generation with a new digital platform called “F is For…” that launched on Monday — a move foreshadowed by the casting of top Instagirls Gigi and Bella Hadid in its spring campaign. The online hub, which is essentially a blog linked to from Fendi’s main site as an additional vertical, features faces and places that the brand describes as representatives of “the new Rome.”

FENDI Boutique

FENDI Boutique

“The Eternal City is far from its stereotypes,” the brand claimed in a release. “[It’s] a dynamic yet urban hub seen by the eyes of the F IS FOR… young crew.”

The goal is to communicate the Fendi vision in an “authentic and innovative way” through a by-millennials, for-millennials platform that features (allegedly) unretouched and unfiltered images, city guides and more. Fendi also hopes to establish Rome as one of the major fashion cities of the future in the process.

Fendi Great Wall China Fashion Show Arrivals

Fendi Great Wall China Fashion Show Arrivals

The site features five verticals that house different kinds of content: “Freaks” explains the platform’s vision; “Fulgore” features fashion editorials that are all shot on the iPhone 7; “Faces” introduces models and other members of Fendi’s “young crew;” “Freedom” lists hot spots to eat, drink, dance and more; and “Fearless” introduces art and music. In addition to the online element, “F is For…” will also host events like concerts, parties, and fashion shows in the future in order to give fans more opportunities to engage with the brand in real life. The live events will kick off with a New York Fashion Week party featuring a host of popular hip-hop acts, including Migos, Metro Boomin, 21 Savage and Lil Uzi Vert.

Despite the fact that the platform’s press makes explicit the fact that it is targeted at millennials, the manifesto also acknowledges that millennials rarely use the term to describe themselves. “Please stop calling us ‘millennials,'” it asks. “We’re really not as vapid, void-filled and devoid of meaning as the research says.”

So will the move catch the eye of a younger consumer as effectively as Coach‘s rebrand or Balmain‘s re-direction under Olivier Rousteing? Only time will tell.