27 Feb '14, 8am

Fendi reflects selfie trend with backstage Twitter series

Fendi reflects selfie trend with backstage Twitter series

Sam McKnight selfie for Fendi Italian fashion brand Fendi is introducing the lesser-known faces behind its runway show with a Twitter series featuring selfies of the crew. Fendi’s #FendiCrew series began following the brand’s fall/winter 2014 runway show on Feb. 20, as part of the brand’s detailed backstage content. The way that these photographs were captured show the subjects’ personalities without a filter, allowing the brand to connect with consumers on a personal level. “The #Fendicrew selfie series is a bold risk for the high-end brand,” said Jeff Cohen, director of social media at MDG Advertising , Boca Raton, FL. “Peeling back the curtain and taking the luxury consumer behind the scenes runs the risk of removing some of the mystique behind the brand,” he said. “The big payoff for that risk is the conversations it generates. “Selfies are hot, and there’s no better w...

Full article: http://www.luxurydaily.com/fendi-reflects-selfie-trend-wi...

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