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The Low-Down on F is for Fendi

New York played host to the launch event of F is for Fendi, a digital platform primed for millennials, with a guest list including Vogue models Joan Smalls, Kendall Jenner, Bella Hadid, and British model Lily Donaldson. The DJ setlist headlined social media superheroes Migos and Metro Boomin (with an Instagram following of 1.6 million, no less), to name but two. The decks spun for a crowd that had no hesitation in making an Instagram moment out of the large-scale light installations set up in the South Street Seaport venue.


The Italian fashion house has staked its claim of interest on the emerging cult youth market with its offline launch on February 10th. A series of (palatable) F-words that capture the different aspects of the app include Faces (its followers) and Freedom (the experiences). With it, the brand has found an edgy new way of reaching its aficionados beyond statement threads. The #fisforfendi hashtag is racking up the hits with over 790 posts in the 48 hours since its inception, featuring familiar and new faces that connect with the edgy, urbane vibe the brand is conjuring up on and off the runway. While we’ve seen many a hero piece from the Fendi collection on the street style circuit at the shows, we expect to meet emerging stars across this pop culture-induced platform; add it to your download list now.


See the latest Fendi collection on the runway here.

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