Last year, Fendi was Instagram’s most coveted label with images of logo-decked influencers cradling its nostalgic baguette bag plastered across our feed.
Fast-forward to 2019, and it seems the Italian fashion house is now targeting Generation Z by planting a handful of famous faces on the FROW.
For the AW19 show during Milan Menswear Fashion Week yesterday, Fendi invited ‘Stranger Things’ star Noah Schnapp, 14, to sit alongside 18-year-old Kiernan Shipka of ‘Chilling Adventures of Sabrina’ fame.
Further cementing its tie with the Netflix generation, the brand also enlisted the help of ‘Riverdale’ actor Rob Raco who took to the front row in a logo-emblazoned Fendi jacket, micro sunnies and matching socks – the ultimate millennial starter pack.
In one final bid to show off its covetable connections, the show opened with a performance from 24-year-old rapper Jackson Wang.
But Fendi isn’t the only brand guilty of dressing pop culture’s up-and-coming in gram-worthy ensembles.
Pushing Kate Moss, Rihanna and Nicole Kidman from the spotlight, ‘Stranger Thing’s actress Millie Bobby Brown, 14, is one of the industry’s most sought after names.
But she’s a Calvin Klein recruit and was last spotted at the American fashion house’s SS19 show decked in head-to-toe designer clobber.
Then there’s the Primrose Hill set 2.0, with the likes of Brooklyn Beckham sending fans into hysteria after front row at Pam Hogg last season with a camera to hand.
Meanwhile, Anais Gallagher and Iris Law continue to dominate the social media circuit and have become permanent fixtures on the front row.
Across the pond, Sofia Richie is another celebrity sprog who was sandwiched between Amber Heard and Nicki Minaj at the SS19 Oscar de la Renta show.
While Michael Jackson’s 20-year-old daughter Paris is also in high demand with a number of shows under her belt from Moschino to Dior.
But with designers now live streaming their shows and sharing glimpses from behind-the-scenes via Instagram, it was only a matter of time until brands would snap up rising talent in a bid to stay on top of their game.
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