Fis For…, the communication platform made by millennials for millennials under the Fendi umbrella, celebrates its first birthday this week with an exciting new program and a Fendi first: the fashion brand is releasing its inaugural “genderless” T-shirt. Spearheaded by Cristiana Monfardini, the brand’s worldwide communications director of 12 years, F is For… was conceived to create and share experiences both online and offline, with the aim of translating the Fendi DNA for a younger generation. The team used the rooftop of Fendi’s Rome HQ a performance space, for both upcoming and renowned artists from all over the world.
For the uninducted, the platform’s online sphere – the website and accompanying app, along with a separate F is For… Instagram – is divided into five sections. ‘Freaks’ is where visitors can find the brand’s manifesto explaining the concept; ‘Fulgore’ is the landing space for fashion editorials aimed at the millennial audience, all shot on an iPhone 7; while ‘Faces’ introduces the people behind the F is For… community along with the brand’s ambassadors. ‘Freedom’ explores the best in what to do and where to go to share “unforgettable experiences”; and ‘Fearless’, the destination for all things curation, is where users can access music, art and culture.
Some of the platform’s first-year highlights include gigs by up-and-coming rap artists, freerunning with world-champion parkour specialists, ‘calligraffiti’, and a basketball performance from one of the world’s youngest top players. This year, F is For… will continue to host events and performances in Shanghai and Dubai along with numerous collaborations with talent from all over the world, including the UK.
The first-year anniversary celebrations included a special event entitles The Ring of the Future, which welcomed six graffiti and street artists from across the world to create a unique piece of ‘boundaryless art’ atop the iconic Palazzo Della Civilta Italiana in Rome.
The team of global artists – Gary Stranger (UK), Cave (Iran), Hillel Smith (USA), Roes (Hong Kong), Casper (Japan) and Jodae (South Korea) – collaborated despite cultural and language barriers to write the word ‘future’ in multiple tongues, from Arabic and Hebrew to Mandarin and Japanese, in yellow and black colourways. The genderless T-shirt – another first for Fendi – is inspired by the finished artwork and features a streamlined unisex shape. The Ring of The Future motif features on the front, lit up by the black and yellow, available on either a black or white background.
Exclusively available online on Fendi.com; Fendi.com/FisFor
Courtesy of Telegraph