In 2017 Fendi launched its progressive communication platform, F is For… Run by young creatives, the initiative seeks to curate an online space that connects talent from the furthest corners of the globe – everything from rappers to artists through free-runners.
The initiative’s latest project takes us to the top deck of the house’s iconic HQ, the Palazzo della Civiltà Italiana, for its first rooftop performance of 2019. Backdropped by a spectacular panorama of Rome, Fendi recruited Camden-born musician Bakar to perform his track Million Miles, accompanied by fellow musician and model Jack Laver for a special collaboration. Fully-clad in Fendi’s SS19 men’s collection, the pair take full advantage of their stage, running and dancing across the unique vantage point.
“To me F is For… Freedom, says Baker. “I realised music was freeing me and then the aim was to make sure it was freeing other people. To let other young people know you can do whatever you like. Music, it defiantly makes me feel free!”