Fendi befriends millennials as fashion looks to future

Models walk the runway at the Fendi show during Milan Fashion Week Fall/Winter 2017/18. Photo By Antonio De Moraes Barros Filho / Wireimage

"It's really not about thinking 'Oh these could be our clients and we will sell them some things'," insists Monfardini.

"I think it's much more about transmitting the DNA and the legacy of a brand like Fendi to the younger generation ... so that everything that has been created until now will be relevant and interesting for them".

Monfardini, 47, works with a team of six millennials who boast MBAs or degrees in business, psychology, fashion, politics and technology, and says what unites the Y generation is "a love of culture".

Her new online platform appears to have won the approval of youngsters doorstepping the fashion shows in Milan to pick up ideas for new looks.

Italian student Gaia Berlanda said she thought "F for Fendi ..." could work as a way of rejuvenating the historic fashion house.

"Fendi might not be as young-looking as other brands, but such a site could help us understand certain looks, especially as we youngsters are always attached to our phones," said Italian student Gaia Berlanda.

Fellow trend-watcher Federica Lodia said such trend services were "something that's really relevant to us, it works well".

Agence France-Presse