Fendi uses new single with K-pop star Bang Chan to connect with Gen Z
Fendi is flexing its ability to fuse heritage with contemporary culture through a collaboration with Bang Chan, leader of global K-pop sensation Stray Kids. The partnership sees the release of ‘Roman Empire’, a single that marries the artist’s musical vision with Fendi’s Roman legacy.
Filmed at Fendi’s headquarters, the Palazzo della Civiltà Italiana in Rome, the music video is as much a fashion statement as it is a musical one. It traces Bang Chan’s journey from pre-debut simplicity to global stardom, showcasing looks from Fendi’s Pre-Collection Spring/Summer 2026 along the way.
Bang Chan describes the track as "a song about Fendi," drawing lyrical inspiration from the Maison’s Peekaboo bag and signature ‘FF’ logo while reinterpreting Rome’s grandeur through modern R&B and Miami Bass rhythms.
The collaboration positions him not just as a muse but as a co-creator, deepening the narrative of artist and brand as equals in crafting culture.
Fendi’s move into the K-pop space is part of a broader luxury strategy to remain culturally relevant among younger, digitally native audiences. K-pop isn’t just a music genre, it’s a global lifestyle phenomenon with highly engaged fan communities.
This partnership also reflects a shift in how luxury brands collaborate with talent. Traditional celebrity endorsements are being replaced by co-creation, where artists actively shape both the creative and cultural output. Take Pharrell Williams at Louis Vuitton, for example.
The luxury brand’s history of music collaborations, from Jackson Wang’s Fendiman in 2018 to Song Yuqi earlier this year, illustrates a consistent strategy of harnessing creative partnerships to amplify cultural relevance while maintaining luxury cachet.
