From The Straits Times    |

A screenshot of the digital platform Fendi Life

Fendi continues to ride into the digital arena with the launch of Fendi Life, an interactive platform that will broadcast exclusive content from the famed fashion house. This digital strategy aims to share the events, and even behind-the-scenes peeks, into a day in the life of what goes on at Fendi.

Fendi Life begins with a bang with Fendi Day that will happen on September 19 alongside some of the biggest events in the fashion calendar.

First up, the Spring Summer 2014 runway show will be live-streamed on Fendi Life so everyone, everywhere will be able to see the looks as they make their way down the runway at the same time. On the same day the new Milan boutique on via Montenapoleone and the exhibition Making Dreams: Fendi and the Cinema  will also open to great fanfare and all of the festivities can be viewed live on Fendi Life.

The Fendi Boutique Milan Montenapoleone Ready To Wear Room

Even if you aren’t in Milan, you will be able to take a virtual tour of the new boutique, thanks to the 360° gyroscope feature – a technique that offers the possibility to explore a new boutique or exhibition from a full angle – on Fendi Life. Take in the Selleria room where Selleria bags can be custom made, the Fur room and also the various artwork on display in the boutique.

Limited edition Fendi Baguette for the Milano Montenapoleone boutique

A special edition Baguette bag has also been released for the boutique opening. The pastel pink and blue bag has precious inserts of silver fox – there are only five available and only at the Milano Montenapoleone boutique!

Karl Lagerfeld’s sketch for The Making Dreams: Fendi and the Cinema

The Making Dreams: Fendi and the Cinema exhibition is also part of the celebration of the new boutique. The exhibition will be held at the Cinema Manzoni from September 21 to October 6 and will be open to the public with free admission. Fendi’s long-lasting bond with the world of cinema will be highlighted through this exhibition that explores most important events and key figures in a unique relationship.

Other exciting content on Fendi Life includes interactive interviews with Karl Lagerfeld, Silvia Venturini Fendi and Pietro Beccari, Fendi’s Chairman and CEO; energy-charged behind-the-scenes documentaries and more.

With the launch of Fendi Life, the fashion house also launches its official Twitter @Fendi and Instagram @Fendi_Official. Shoppers and admirers of Fendi can communicate with the brand via social media and also be able to view high-profile contributions by Fendi advocates.

Check out Fendi Life at Follow Fendi on Facebook at, Twitter @Fendi, and Instagram @Fendi_Official