The world's top fashion brands are doing some serious courting of social media-savvy youngsters, with Italy's Fendi the latest to unveil a hip website designed for millennials.

The Roman fashion house is one of many hoping to build up a loyal support base among the generation born after 1980, who came of age in the 21st century and have the last word on what's cool.

"F is for ..." is a new section on Fendi's website that offers tips on where to hang out in Rome and New York, has interviews with "freaks" who talk about their passions, and features photoboards of vintage items and new Fendi designs.