From Millennials, to Millennials. The F is For... was originally launched as a lifestyle platform by Fendi in 2017, with the purpose of giving the mic (both literally and metaphorically) to a younger generation that was often foreseen by the world of luxury. Through events, music, arts, moving image and digital content, the 84-year-old Italian fashion house began interacting with the audience they already had. And with that spotlight more audience came along, creating a Fendi community of tomorrow. The latest in this ongoing series stars two British musicians Bakar and Jack Laver, in one of their rooftop sessions. Both dressed head-to-toe in Fendi’s SS19 menswear collection, the two perform Bakar’s upbeat track Million Miles on top of the iconic Roman building of Palazzo della Civiltà Italiana (remember Zoolander 2?). Bringing a bit of London all the way to the Italian capital, this effortless merging of cultures shows what today’s youth (pronounced youf) is all about. And Fendi is on that pulse, taking it to the next level. Tune in, listen, jam… F is for Fendi, F is for Fire.
