FENDI launches innovative digital platform for millennials

Fendi is launching a new digital platform and communication project to speak to the elusive Millennial generation.To guarantee authenticity, the web site, called “F is for…” is conceived by Fendi employees in that same age bracket.

“We’ve seen many young people approach us, and we want to be appealing to them even more through an authentic vehicle,” said chairman and chief executive officer Pietro Beccari. “It’s a platform where they can exchange ideas, it offers a point of view that is inclusive, calling for fresh input.”

Mobile-first, “F is for…” will appear on fendi.com starting Feb. 6. The Rome-based luxury company will celebrate the launch with a party for Millennials in New York on Feb. 10 at Fulton Market Building. The event is pegged as the “First-Ever Fashion Music TV-Show,” and as a new experimental live experience with performances by Chinese singers Bohan Phoenix, Howie Lee and Meuko!Meuko!; up-and-coming singer Abra; South Korean singer Jenny FTS with rapper Keith Ape; Miso; Metro Boomin playing with 21 Savage; Lil Uzi Vert; Migos and DJ sets by the Welsh DJ, producer and DJ Award winner Jamie Jones with the South Korean, Berlin-based artist Peggy Gou.