Fendi's new digital platform showcases its take on what millennials want

F is For… anything you like

By Lydia Chan | Published: 8 Feb 2017

Video: F is For Fendi

Fendi has just introduced F is For… which encompasses a digital platform and immersive experiences. With young model influencers like Bella and Gigi Hadid garnering followers wherever they go, it's no surprise that Fendi has decided to do their own take of millennial-focused content. The brand refers to the younger set as 'the New Rome' and states that all uploads on the site are "without retouches, postproduction and without any filters."

F is For… is split into five main sections: Freaks, the platform's vision that states that millennials deserve authenticity; Fulgore, fashion editorials that combine vintage and the latest Fendi pieces (all shot on the iPhone 7); Faces, which features the cool kids you need to know about; Freedom, where you can discover hole-in-the-walls in Rome and Fearless, which focuses on musicians and artists.

With candid, Tumblr-worthy images and fun content, F is For… is a fresh approach and the website definitely gives you some major Instagram #inspo. F is For… gets an A for originality.

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