F is For…Share
F is For is a communication project born from the heart of Fendi. It is first a digital platform made by millennials for millennials to share contents but most of all experiences that are relevant for this generation and to convey the Fendi DNA in a very authentic and innovative way.
All the F is For contents are native, uploaded on the platform without retouches, postproduction, without any filter! Is authentic, back to reality, any fake is banned!
Contents into five differtent universes
FREAKS – It explains the concept behind F is for, under this universe, users can access our vision and read our manifesto meant to be authentic.
FULGORE – It is based on fashion editorials. Under this universe, users can explore our vision of contemporary fashion. All the editorials have a link with Rome to reinforce Fendi legitimacy to this City. All the models are millennials. All the looks are mix and match between the newest collections and vintage Fendi pieces. All the shooting are shot by smartphone. We want to capture the moments as they are, without being perfect. Models are free to behave as they want. We do not want posing or polished/glamorous “strike a pose”.
FACES – It is based on people. The F is For, community. Under this universe, users can know more about all those people we believe in. Those people who have something worth to say and who inspire us.
FREEDOM – It is based on places. All the places to be around the world. Under this universe, users can discover all the best places to go WW. Clubs, bars, restaurants, but not the most rated ones, not the 5*, yet special places, unconventional ones, where to have fun and share unforgettable experiences.
FEARLESS – It is about curators. Under this universe, users can access music, art and culture contents. Upcoming and renowned artists can access Palazzo della Civiltà Italiana, Fendi HQ, to live-perform on its rooftop. It is a unique location, yet very representative for Fendi, from which talents can see the overall city of Rome. They bring their own values and art to Rome and vice versa. Online but also offline F Is For is conceived to create and share experiences.
In addition to the digital platform, F is For – is meant to be off-line. The events are immersive experiences, far from parties and fashion shows. The new Rome is declined around the world, becoming a never-seen-before stage for the first ever fashion music TV-show, where upcoming and renowned artist from all over the world perform B2B in a magic flow.