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Fendi and Coach Get Real, Grittier With Millennials in Asia

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 >>

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

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