A look at Fendi’s new project for its F is For digital platform

A hypnotic loop


By Wei Yeen Loh

A look at Fendi’s new project for its F is For digital platform

Fendi is channeling all its efforts to connecting with millennials, evident with its “F is For …” communication project that was unveiled last February. The initiative, masterminded by Cristiana Monfardini, celebrated its first anniversary earlier this month with an all new artwork created by six young and talented street artists from across the globe. For the first time ever, The Ring of The Future combines the performances of Gary from UK, Cave from Iran, Hillel Smith from the USA, Roes from Hong Kong, Casper from Japan and Jodae from South Korea—all of whom designed the word “FUTURE” in their respective languages, encircled within a yellow ring. 

The artwork represents a symbolic future that includes a newer generation overcoming cultural barriers and diversity while embracing the power of thinking—along with celebrating the Palazzo Della Civiltà Italiana rooftop as the place where the impossible can be possible. Take a peek below at each artwork, featuring the artists’ distinctive styles and cultures in a new collective language (from Hebrew and Mandarin to Korean and Japanese), but with one thing in common—that it embodies an optimistic message for the future.

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In conjunction with the “F is For …” anniversary, a gender-free t-shirt has been designed with both men and women in mind. The tee comes in a streamlined unisex shape and sports The Ring of The Future motif on the front. Available exclusively on

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