Fabio Covizzi, chief of the security during the Women's Fall/Winter 2017/2018 fashion week, is pictured at work before the show for fashion house Fendi, on February 23, 2017 in Milan. AFP / Marco BERTORELLO
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The world's top fashion brands are doing some serious courting of social media-savvy youngsters, with Italy's Fendi the latest to unveil a hip website designed for millennials. The Roman fashion house is one of many hoping to build up a loyal support base among the generation born after 1980, who came of age in the 21st century and have the last word on what's cool.Cristina Monfardini, Fendi vice president of communication, told AFP the idea was to find a way to talk the same language as a generation that may not have the cash to splash on top brands but has massive power to pass the word.Millennial-loving was in full swing this fashion week, with Gucci giving guests a vinyl record featuring hot U.S. rapper A$AP Rocky, and Dolce&Gabbana using 99 social media stars and cool teens as their runway models.Italian student Gaia Berlanda said she thought "F for Fendi ... ". could work as a way of rejuvenating the historic fashion house.
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