F IS FOR… FENDI presents BMX on the Roof
May 23, 2019
If you enjoyed Bakar and Jack Laver’s performance of “Million Miles” on top of Palazzo della Civilità Italiana, then you will love the latest rooftop performance by F IS FOR… FENDI.
Nigel Sylvester, professional BMX athlete from Queens, New York, will be starring in the first BMX performance on top of the FENDI HQ in Rome. Wearing a piece from the new FENDI SS19 Men’s Collection and riding a custom FENDI FF patterned bike, he will be showing off some of his skills- doing 360° and rear wheel jumps in front of the towering statues of the Palazzo.
The performance will be the latest edition to the FEARLESS section of F IS FOR… which focuses on aspiring and established artists performing in Rome. They bring their talent to the Eternal City and soak up some its beauty and grace. The brainchild of the VP of Communication, Cristiana Monfardini, F IS FOR… FENDI is a platform through which the Italian fashion house can create and share with their audience memorable experiences and performances by artists all over the world.
Established two years ago, the younger, “current” sister label of FENDI uses social media platforms like Youtube and Instagram to connect with the growing number of young adult buyers now perusing the fashion market. Their Instagram page itself has over 70,000 followers. In their own words, “F IS FOR… FENDI is a communication platform made by Millennials for Millennials to share contents and experiences relevant for this generation and to convey the Maison’s DNA in a complementary way to FENDI”.
F IS FOR… also includes four other categories: FREAKS, FULGORE, FACES and FREEDOM- each of which bring their own unique flavour to the brand by featuring rising stars and fan-favourites. Previous FEARLESS performances have included K-Pop idol Jackson Wang creating a custom single titled “Fendiman” and NBA star Jordan Clarkson showcasing his basketball talent- both on top of the Palazzo, of course. With this newest edition to the F IS FOR… collaboration roster, it will be interesting to see what they have in store for next time.
