Fendi leans on music to sell eyewear

Fendi, like Emporio Armani and other brands, has chosen music and social media to advertise a new product range, while at the same time expanding its young consumers' audience.

The Roman luxury fashion brand belonging to the LVMH group has devised the operation for the recent launch of its new Fendi EyeShine sunglasses line. There are two phases to the launch.

First, Fendi chose French-Canadian singer Béatrice Martin, a.k.a. Cœur de pirate (Pirate heart), as brand ambassador for the new collection's advertising campaign.

Then, Fendi created an official account on the well-known streaming music service Spotify. The account is accessible from Fendi's website and features bespoke playlists, created with fashion shows, collections, products and assorted events in mind.

The fashion label is inaugurating this new tool by promoting its latest eyewear line, inviting web visitors to "find the model to match your mood thanks to a custom Spotify playlist." "Choose the EyeShine mood that inspires you the most, follow the rhythm of the story and discover your perfect Fendi EyeShine," bids the brand on its website.

"Listen to music with fresh eyes" is the smart slogan for a project combining all the ingredients that guarantee success with the younger generation: music, the web and fashion.

Fendi leans on music to sell eyewear

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