(Fendi Video Above)
Fendi has launched a sweet digital space that’s totally dedicated to the millennials… Except that according to the label’s new platform, the younger generation are not taking too kindly to the label:
“OH, AND PLEASE STOP CALLING US “MILLENNIALS”, WE’RE REALLY NOT AS VAPID, VOID FILLED AND DEVOID OF MEANING AS THE RESEARCH SAYS,” reads the site in startling caps lock.
Visitors to the new microsite are greeted by a mildly trippy emoticon, before entering a platform titled ‘F is For…’, divided into five sections. With each section titled with a fitting alliteration, one can find the manifesto in ‘Freaks’, the ambassadors’ profiles on Faces, city guides on Freedom, a hub for musicians and artists on Fearless, and editorials on Fulgore.
The stunning, hi-resolution pictures and videos on the site are captured entirely on Apple’s iPhone 7. Take a look around the site and you’ll find cool shots of models Laura Love and Kirin Dejonckheere lingering around Faces, and some thought-provoking interviews, images and musical performances on Fearless.
The latest site marks the 90-year-old label’s move towards the younger generation who are likely to splurge on a sweet pair of shades or a quirky bag strap instead of an outrageously opulent mink coat. Unlike the typical lookbook or e-commerce shoots, this project features a mix of the current and the vintage, with archives thoroughly dug through.
There will be no profits gained or products purchased through the site, though.
“I don’t want you to sell anything,” said Cristiana Monfardini, Fendi’s Worldwide Communications Director. “It’s a way of communicating to the millennials: What is Fendi and what is the value of the brand?”
“I love to empower them. I really took a lot of risk because of course, all of them were inexperienced, but I felt that it could work,” she added. “At Fendi, and even this position, something could maybe go wrong, but the kind of reward is much bigger than anything that could go wrong.” Together, they pieced together this platform, digital brick by digital brick.