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Luxury

Fendi’s young artists ring in changes with millennials rooftop mural

STORYLee Wing-Sze
Six young street artists recruited from all over the world created Fendi’s ‘The Ring of The Future’ mural on the roof of its Rome office building. Photo: Fendi.
Six young street artists recruited from all over the world created Fendi’s ‘The Ring of The Future’ mural on the roof of its Rome office building. Photo: Fendi.
Fendi

‘Ring of the Future’ artwork by six street artists – including Hong Kong’s ‘Roes’ – on Italian fashion brand’s Rome offices, also features one unisex T-shirt

Print headline: Display of unity

Luxury fashion brands have been finding numerous ways to lure millennials to embrace and wear their products. 

The completed ‘The Ring of the Future’ mural, painted by six young international street artists, on the roof of Fendi’s Rome office building.
The completed ‘The Ring of the Future’ mural, painted by six young international street artists, on the roof of Fendi’s Rome office building.
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It’s been a year since the Italian fashion brand Fendi launched its project F is For ... which targets the Generation Y. 
Marina Testino wears Fendi's ‘The Ring of The Future’ T-shirt.
Marina Testino wears Fendi's ‘The Ring of The Future’ T-shirt.
To mark its first anniversary, the brand invited six young street artists from around the world to jointly paint a mural, The Ring of the Future, on the rooftop of its office building in the Italian capital, Rome, and it has also released a unisex T-shirt based on the artwork. 
Hong Kong street artist ‘Roes’, who is one of six young street artists who helped to create the mural, ‘The Ring of The Future’, on the roof of Fendi’s Rome office building.
Hong Kong street artist ‘Roes’, who is one of six young street artists who helped to create the mural, ‘The Ring of The Future’, on the roof of Fendi’s Rome office building.
The six young artists – Gary Stranger from Britain; “Cave” from Iran; Hillel Smith from the United States; “Roes” from Hong Kong, one of the founding members of the Smile Maker HK collective; “Casper” from Japan, and “Jodae” from South Korea – painted the word “future” using black paint in their native languages – English, Arabic, Hebrew, Chinese, Japanese, Korean – inside a yellow ring painted on a rooftop. 
The six young street artists on the rooftop of Fendi’s Rome offices, while creating the mural ‘The Ring of The Future’.
The six young street artists on the rooftop of Fendi’s Rome offices, while creating the mural ‘The Ring of The Future’. 
The artwork – inspired by Russian artist Pokras Lampas’ artwork on the rooftop of Fendi’s iconic Palazzo Della Civiltà Italiana in Milan, which is also the brand’s current headquarters – symbolises overcoming cultural barriers and diversity.

The new T-shirt, priced at HK$3,350, is available on Fendi’s official website.

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