FENDI’s FF Reloaded Pop-Up Goes Digital on JD’s Toplife

Pop-up to be dedicated to FENDI’s FF Reloaded Capsule Collection

FENDI’s FF Reloaded Pop-Up Goes Digital on JD’s Toplife

JD has partnered with FENDI to launch a virtual pop-up store for the brand on the e-commerce leader’s luxury shopping platform TOPLIFE. The pop-up will be dedicated to FENDI’s FF Reloaded Capsule Collection. From May 18th to May 31st, Chinese consumers have the chance to buy their favorite pieces from the collection online through TOPLIFE.

Representing the first collaboration between FENDI and the Chinese luxury e-commerce platform, this project combines the Maison’s heritage and extraordinary creativity, as well as its will to keep an eye on the future with pioneering and innovative initiatives in digital, with TOPLIFE’s carefully-curated platform and sophisticated network.

The result is a top-notch online experience for luxury consumers, granted by TOPLIFE’s advanced technologies, unmatched delivery speed and attention to detail that can match the FENDI luxury in-store shopping experience.

“We’re excited to work with FENDI to bring its highly respected collection to our consumers in China,” said Xia Ding, President of International Fashion at JD.com. “We are proud that FENDI fans will be able to buy this special collection through a truly luxury experience.”

Designed by Karl Lagerfeld in 1965, the FF logo combines FENDI’s luxury authority with an irreverent attitude, establishing the Maison’s logo as a contemporary yet sophisticated icon. The FF logo steals the spotlight in the capsule as the unconventional archival square version, dating back to 1974, dominates streetwear inspired silhouettes from parkas, to hoodies, the signature Rockoko sneakers and accessories including the Kan I, Peekaboo and the Runaway bag. The square logo, updated from the original rectangular version, takes center stage as the graphic pattern features heavily on every item. The collection incorporates the FF logo in the classic tobacco and black colorways and in a new surprising white and black variation.

FENDI adds to the list of leading fashion brands that have recently formed partnerships with JD’s TOPLIFE. The company previously welcomed the likes of Saint Laurent, Alexander McQueen and recently Oscar de la Renta, among others to TOPLIFE, strengthening its position as the destination of choice for the world’s top luxury brands looking to come online in China.

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