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Fashion

The Millennial Crowd Is Going to Love Fendi's New Merchandise

It’s the generation that everyone is trying to crack. Fendi’s attempt? An online platform focusing less on commerce than culture and community. As it drops its first merch (it’s a tee), the brand’s worldwide communications director Cristiana Monfardini tells us a thing or two about appealing to millennials.

new merchandise

To commemorate its first anniversary, “F Is For…” invited six street artists from around the world to collaborate on a graffiti piece on the Fendi HQ rooftop in Rome.

Forget Hierarchy

“When I first conceived the idea for (our year-old millennial-driven online platform ‘F Is For…’), I thought that the best way of communicating with millennials is to start with values that they hold dear, and are from their point of view. Since then, I’ve decided to break down the levels between me and my team of millennials (they make up the staff behind the project) and avoid top-down models (of working)… I (see ‘F Is For…’) as an open invite to everyone: a project that mixes offline experiences (for example, a section on their favourite places) to create unique bonds with users. Meanwhile, (being online) helps everyone to stay connected and share experiences all over the world.”

new merchandise

The millennials who have been engaged for the project range from British actor Jamie Campbell Bower (above) to Belgian model Kirin Dejonckheere (below).

new merchandise

Focus On Their Individuality

“Being a millennial is not just about age, but also about how you react to what’s contemporary, and who you choose to trust and follow. Our editorials feature looks that are mixed and matched between our newest collections, vintage Fendi looks and personal pieces, because the generation (tends to) have a very confident style, and I love their individuality and freedom in displaying that.”

 

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