Fendi looks set to entice a younger clientele by banking on music to market its new Fendi EyeShine sunglasses line. The Italian luxury fashion house has chosen Béatrice Martin, a French-Canadian singer better known by her stage name Cœur de pirate, as brand ambassador for the new collection. In addition, Fendi is inviting visitors to its interactive e-commerce site to “listen to music with fresh eyes,” having created an official account on Spotify, a popular music-streaming service, with bespoke playlists.

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