F is for Fendi launches millennial-friendly Art Basel Miami Project

By

Cassidy Mantor

Published
Dec 21, 2017

Fendi shows that it is making a play for millennials with its F is for Fendi Instagram campaign, a millennial-friendly social media campaign celebrating Art Basel Miami in time for Miami Design Week.

Three styles of Fendi sunglasses were curated for the campaign. Highlights include styles exhibiting pearl embellishments sitting on the outside of round lens frames with geometric accents. There are also embellishment-free round lens sunglasses, and a frameless shield style with pearls. The color palette of the curated styles includes black, silver and rose gold.

Fendi mobilized a network of social media influencers to model the featured sunglasses in a youth-oriented campaign. Fendi is also featuring designer and fashion photography royalty Marina Testino, niece of Mario Testino, on its website for F is for Fendi, modeling Spring/Summer 2018 pieces.

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Influencers Fendi partnered with include German beauty and lifestyle blogger Caro Daur, model and pro skateboarder Ben Nordberg, Snoop Dogg's son and UCLA wide receiver Cordell Broadus, Spanish DJ and model Sita Abellan, and electro soul duo Lion Babe.

The campaign photos are accompanied by captions targeting millennial consumers, discussing themes such as freedom and truth: the caption on an Instagram photo of Lion Babe, for example, reads, “Freedom means following your intuition. Not being afraid of being truthful."

Another Instagram photo shows Nordberg on a skateboard saying, "When I’m skating it just feels like freedom, it’s fun.”

Fendi's eyewear is currently distributed through a nine-year licensing agreement with Safilo Group that runs until 2022.