Fendi collaborated with British artist Sam Cox to launched a Double Seventh Festival (Qixi) limited edition MR. DOODLE graffiti collection. The celebrate the collection’s release, Fendi held offline events in Shanghai and Shenzhen. More than ten celebrities and many top-tier KOLs, such as @王嘉尔, @吉良先生, and @yuyuzhangzou, attended the events.
Around the same time, Fendi opened a pop-up Fendi Cafe in Beijing SKP and Chengdu IFS shopping malls. To draw in foot traffic, Fendi invited @lqscrisp and @doinb金咕咕, members of LOL, the world championship FPX team, to visit the SKP Fendi Café. Several top-tier KOLs, such as @Chrison克里森 and @SunnieLovesFashion, promoted the café across social media. The cafe was well-received, stimulating a flood of UGC content published on RED by KOC. The campaign’s Weibo hashtag #芬你一颗心# tracked over 140M impressions.