The fashion logo-mania phenomenon may have peaked. Last Friday, the house of Fendi concluded its trilogy of cross-city parties, all in celebration of its 53-year-old "FF" logo. Christened the "FF Reloaded Journey," the celebratory event spanned a month across London, Hong Kong and Shanghai.
In Shanghai, the party opened to a facade that resembled the brand's headquarters in Rome — the storied architecture Palazzo della Civilta Italiana, otherwise known as the Square Colosseum. Beyond the facade was a buffet of activities for millennials — video walls, Instagram-friendly FF logos, calligraphy-graffiti, a dance-off between guests, a dance performance by Chinese dance troupe X-Crew, the debut of a pop tune blindingly titled "Fendiman", and selfies.
Yet, beneath the flurry of action was a very simple idea: "The celebration of the past, present and future of the Fendi logo," the brand expressed. The double-F logo was introduced by Karl Lagerfeld in 1965, the very same year he joined the brand. The logo is now considered a "classic". Today, the brand is trying to inject a "new, fresh take" of it for the millennials.
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