Fendi has launched a new website targeting millennials. The site called F is for… was created by Fendi employees of the millennial generation, and will feature different categories of ‘F’ including Freaks, Fulgore, Faces, Freedom, and Fearless.
“F is for…” is divided in sections named Freaks, Fulgore, Faces, Freedom and Fearless. Freaks lays out the site’s Manifesto, which is the following:
Please keep your list of restaurants you’d like us to visit with ratings, stars, and relatable reviews.
Please keep your vacations and tourist traps that only your parents would post on Facebook.
Please keep your old world monuments that we’ve seen in every last airport postcard.
Please keep you hit list of what you call “cool”, “kitche-y” [sic], and “wacky”—they don’t belong to us.
Oh, and please stop calling us “millennials”, we’re really not as vapid, void filled and devoid of meaning as the research says.
We deserve authenticity.
We want quality.
We want more than what’s offered.
We want something that’s ours.
We are the ambassadors of the new Rome.
We are the old made new, transformed and inspired.
We are using our hands.
We are using our words.”
Despite that manifesto, many of the photos show models throwing up a peace sign, gazing at themselves in mirrors, and taking selfies. Furthermore, their own press release refers to them as millennials. All photos were taken with an iPhone 7 for the fashion editorials featuring millennials only that fall under the category “F is for Fulgore.” Fendi collections are promoted with a mix of vintage pieces like a T-shirt from Karl Lagerfeld in the ’80s. “F is for Freedom” features different globally-minded experiences through places around the world like clubs, bars, and restaurants and “F is for Faces” is meant to be a community devoted to those that share the same manifesto. Perhaps the coolest category is “F is for Fearless,” which is meant to be an outlet for music, art, and culture that includes a feature where artists can request to perform on the rooftop of Fendi’s Palazzo dell Civilità headquarters in Rome.
While the new digital platform will live online, there will be offline experiences tied in as well including the launch party in New York on February 10. The event is being called the “First-Ever Fashion Music TV-Show” and will include performances by Chinese singers Bohan Phoenix, Howie Lee, and Meuko!Meuko! as well as singer Abra, South Korean singer Jenny FTS with rapper Keith Ape, Miso, Metro Boomin with 21 Savage, Lil Uzi Vert, Migos, DJ sets by the Welsh DJ, and producer and DJ Jamie Jones with the South Korean, Berlin-based artist Peggy Gou. Customized and perfumed t-shirts will be given out at the party.
Got all that? If you’re still confused by the millennial generation, rest-assured that Lagerfeld, who has an uncanny way of zeroing in on the future, along with his in-house team of Fendi youth, will be spelling it out for you.