Rapper Okasian (right) at the F Is for Fendi Hong Kong party.
HONG KONG — Millennials are growing tired of the luxury of yore and just want to "be real" — that was the message Fendi and Coach sent out this week in Hong Kong as the two fashion houses hosted parties targeted at a younger generation.On Thursday, Fendi took out the basement of Cosco Tower in Sheung Wan, lighting the space up in a rainbow of neon lights. There was no Champagne here, just strong vodka mixers as a "no-holds-barred" attitude permeated the party. It was the second stop after New York for the "F Is for Fendi" initiative — the dedicated online platform for Millennials the Italian house launched in February — and the event saw a cast of pan-Asian cool kids come out to party: Korean pop star Taeyang, rapper Okasian, music producer Choice 37, Shanghai-based DJ Victor Aime and Japanese designer Alisa Ueno.RELATED: Fendi Launches China Peekaboo Project >> https://www.instagram.com/p/BXFkldohGZ3/?taken-by=tiffanyap
The idea of authenticity came up several times in conversation during the night.“What we try to tell our artists is don’t worry about what other people think or what you think is popular,” Choice 37 said. “Try to find who you are and your identity first.”Ueno was candid about a slight outfit snafu earlier. “I don’t know if I should say it but I actually had two dresses and it was too small for me. I couldn’t fit it, so I got this one,” she giggled, pointing to her Fendi skirt.The Millennial consumer has been a key focus for Fendi of late. The brand's communications director Cristiana Monfardini, who spearheaded the concept working with a team solely composed of Millennials, said the age of the Fendi customer has dropped significantly in the last few years.
"A mother and daughter will probably love the same thing," she said, "but they will express or find relevance in a different kind of language."Last month Fendi approached Taeyang to collaborate on the "Youngbae" capsule. While the collection name was thematically on point, it also conveniently came from the Big Bang member's real name, which is Dong Youngbae.Sixty percent of the world's Millennials live in Asia-Pacific, Accenture research showed. They are also some of the keenest shoppers. Around a third of Asian Millennials view shopping as a leisure activity, and nearly a quarter said they shop as a way to spend time with loved ones, according to CBRE.RELATED: Fendi Approaches Millennials With Dedicated Digital Platform >> [caption id="attachment_10953618" align="alignnone" width="1024"] Korean-American producer and DJ, Choice 37.[/caption]The Fendi parties are set to be a recurring event. "Ideally, we want to celebrate, one [party] in the East and one in the West [a year]," Monfardini said.Next year, the company is planning to head to China proper and is readying a WeChat channel for "F Is for Fendi," in addition to the Fendi brand WeChat account it already operates.RELATED: Study Looks at How Millennials Define Luxury >> Two days earlier, Coach went for a different kind of underground, throwing a subway-themed cocktail party in conjunction with Lane Crawford at IFC.Laurinda Ho, one of the many daughters of gambling tycoon Stanley Ho; singer-actor Juno Mak, and model Irisa Wong were among the guests who mingled with Coach creative director Stuart Vevers. Partygoers piled into the train carriages, making for a rather hot and crowded environment, not unlike the real thing.Admittedly, a subway ride isn't the typical luxury experience, but Vevers said they were "not about a fantasy jet-set lifestyle. I find that refreshing in the world of luxury."He added: "It was important to look to the future and what the next generation is about. It's drawn from youth culture and counterculture. The crowd definitely represented that. It was a cool crowd, so that made me very happy."[caption id="attachment_10953479" align="alignnone" width="1024"] Coach re-created a New York subway train for its Art of Expression pop-up in Lane Crawford.[/caption]While the brand, which tapped 25-year-old Selena Gomez as its ambassador earlier this year, has a boutique just two floors down in the mall, the Coach pop-up at Lane Crawford was also positioned to appeal to a more fashion-focused customer and not rely on its heritage in leather goods."It was a way to be able to reach different people," Vevers said. "A lot of people I spoke to were discovering [Coach] ready-to-wear for the first time and had a really strong response to it."Asia provides a relatively fresh slate, Vevers said. Coach is less encumbered there by its history and associations with an older customer, which "has a certain appeal."https://www.instagram.com/p/BXCgBgIgGgu/?tagged=coachhkhttps://www.instagram.com/p/BXAs-H_lHxI/?taken-by=ponypong
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia