Fendi has turned to an unexpected medium for its latest brand expression. On November 3rd, the Italian luxury house will release a collaborative track with Bang Chan of Stray Kids, creating what might be the most literal interpretation of fashion meeting contemporary culture.
The K-pop artist wrote, composed, and produced “Roman Empire,” transforming Fendi’s iconic Peekaboo bag and signature FF logo into lyrical references. The video was filmed at the brand’s Roman headquarters, the Palazzo della Civiltà Italiana. Bang Chan became a Fendi brand ambassador in January, joining the company during its centenary year.
Christopher Chahn Bahng, known professionally as Bang Chan, leads the global phenomenon Stray Kids while establishing himself as a songwriter and producer beyond his work with the group. His appointment marked Fendi’s calculated move toward Asian markets at a time when luxury brands are competing for cultural relevance through strategic partnerships.
“I felt an immediate connection to Fendi with its creative and fun spirit,” said Bang Chan when he joined the house earlier this year. His relationship with the brand began in June 2024 when he attended Fendi’s Spring/Summer 2025 menswear show in Milan. He then appeared at subsequent fashion weeks and major events, including the Stray Kids World Tour dominATE.
The single draws parallels between romantic devotion and the permanence of imperial Rome. “A song about Fendi. It compares love to the eternity and grandeur of the Roman Empire, weaving symbols of the Maison – such as the iconic Peekaboo bag and the signature ‘FF’ logo – into the lyrics to reinterpret Rome’s heritage in a modern way,” Bang Chan explained.
He described the track’s sonic landscape, saying, “The track blends smooth, emotional vocals with dreamy synths, layered over a powerful kick-driven rhythm, creating an R&B/Miami Bass sound.” This approach differs from typical brand collaborations in that it integrates product references organically rather than through visual placement alone.
The accompanying video opens with understated shots reminiscent of Bang Chan’s pre-debut period, then documents his transformation into a recognized global artist. Interior and exterior shots of the Palazzo della Civiltà Italiana showcase the building’s architectural grandeur and pieces from Fendi’s Pre-collection Spring/Summer 2026.
This progression reflects personal growth and the evolving relationship between artist and brand. Throughout 2024 and 2025, Fendi dressed Bang Chan for public appearances, including performances at I-Days Milano and BST Hyde Park.
A teaser was launched on October 31st before the full premiere, which is scheduled for November 3rd at K-pop Square’s mega screen at COEX in Seoul. The video will screen eight times between 6:00 and 8:00 p.m. This choice of location acknowledges Korean audiences, and Fendi will host an exclusive private event on November 4th at the Palazzo Fendi Seoul boutique, featuring a live performance by Bang Chan.
The release timing precedes Maria Grazia Chiuri’s first Fendi collection in February 2026. Chiuri returned to Fendi after leading Dior and took on the role of Chief Creative Officer following Silvia Venturini Fendi’s departure.
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Fendi’s collaboration with Bang Chan yielded concrete results beyond social media attention. The partnership helped Fendi secure second place in the inaugural Cultural Currency Index, which measures how cultural engagement translates to market momentum.
The index assessed twenty fashion companies at Milan Fashion Week, using data from eleven platforms across fifty countries. Fendi achieved a score of 92.9 with top engagement performance, driven by conversation on Instagram and TikTok through its Bang Chan partnership.
Purchase intent metrics were particularly strong. Fendi ranked first in this category, experiencing a 17.8% increase in site traffic, a 10.6% rise in Google Shopping searches, and an 8% growth on Baidu following activities involving Bang Chan.
This project continues Fendi’s tradition of collaborating with musicians. Previously, the company worked with Jackson Wang on FENDIMAN in 2018 and with Song Yuqi on the 2025 project. These partnerships target younger demographics while maintaining a luxury positioning through controlled creative direction.
The difference here lies in scope. Instead of visual campaigns alone, Fendi gave Bang Chan full creative control over an original composition that references products while maintaining artistic credibility.
A study by the Cultural Currency Index highlighted the pivotal role of Asian creators and platforms for luxury brands seeking contemporary relevance. Fendi’s collaboration with Bang Chan reflects the broader industry recognition that Korean entertainment influences global fashion consumption patterns.
His front-row appearances have generated significant crowd reactions, particularly during his October visit to the new Palazzo Fendi flagship store in Milan’s Golden Triangle district, where fans gathered outside the store. These moments generate organic media coverage that traditional advertising cannot replicate.
The full video and track will be available on November 3rd at 6:00 PM on fendi.com and the brand’s official social media channels. The scheduling acknowledges global time zones while prioritizing Korean audiences through the COEX premiere and subsequent Seoul event.
Throughout 2024 and 2025, Bang Chan wore Fendi at various public events, including fashion shows and concert tours, building a visual association before this musical collaboration. This sustained exposure created familiarity, which the single now reinforces through auditory repetition.
Fendi entered its one hundredth anniversary year seeking methods to honor its heritage while signaling its future direction. Bang Chan’s appointment as brand ambassador specifically referenced this milestone. “It is an honor to join the Fendi family in its 100th anniversary year, which makes it even more special,” he said in January.
The “Roman Empire” project connects centenary celebrations to contemporary culture by featuring a twenty-six-year-old Australian-Korean artist with a significant global following. This strategy positions Fendi for its next century rather than dwelling exclusively on past achievements.
The November events in Seoul set a precedent for how luxury brands can leverage ambassador relationships beyond traditional campaigns. If the project generates the anticipated level of engagement, other brands may pursue similar musical collaborations that integrate product references into original creative work.
Maria Grazia Chiuri’s February 2026 debut collection will reveal Fendi’s aesthetic direction under the brand’s new creative leadership. The partnership with Bang Chan provides continuity during this transitional period and demonstrates the company’s willingness to experiment with format.
