Fendi, a heritage luxury brand renowned for its craftsmanship and elegance, faces a challenge in resonating with China’s younger consumers, particularly Gen Z, who are increasingly drawn to innovative, culturally relevant, and expressive brands. This project introduces a CRM approach and develops a sunglasses collection that satisfies Chinese consumer needs from aesthetic preference, face shape compatibility, sizing to functionality. By harnessing the capsule as an entry point, Fendi can engage in a dialogue with those younger consumers, bring them closer into the brand orbit and set them down a path of increased attachment.