Graffiti has certainly come through the ranks, becoming a legitimate art form that has attracted blue-chip collectors, scholars, and even fashion brands—namely, Fendi.
The Italian label released a video of London-based artist Sam Cox, better known as Mr. Doodle, showing him atop Fendi Roma, the brand’s headquarters at Palazzo della Civiltà Italiana. Armed with black and yellow markers, he scribbles an array of playful characters on large, reflective blocked letters that spell out the company’s name, “Roma,” and “FF.”
“Doodling is always fun, but doodling on top of the Fendi rooftop was particularly special,” Cox said in a statement. “It was an amazing platform to be doodling on. Being there and seeing this magnificent building made me very excited to consume Fendi HQ at PDCI with my doodles.”
This performance art piece follows other Fendi Roma rooftop takeovers: Russian graffiti artists Pokras Lampas, The Ring of Future that featured six street artists from around the world, and a presentation by eight Roman artists titled GraFFiti. All this is part of “F is for Fendi,” a marketing initiative created in 2017 to attract Millennials. Cox’s installation, for instance, coincides the with the launch of a version of the brand’s Peekaboo bag, which artist’s signature designs.
Indeed, the younger generation’s relationship with graffiti is somewhat different from that of their forbearers. Whereas, say, baby boomers saw it as a form of vandalism, Millennials and Gen Z appreciate it as a true art form. And by aligning itself with a genre that they view as both edgy and elevated, Fendi is attempting to ensure its products stay top of mind for young consumers.
