“There was an invasion of bags on the catwalk everywhere at the time, so I wanted to create a bag that only a real leather goods maker like Fendi could make,” Venturini Fendi said of the launch. “It was the moment to set things straight with a new classic. I wanted to evoke the beauty of a vintage bag with a lock, but for the first time make it about the movement of the bag.”
Kate and Lila Grace Moss X Fendi Peekaboo
We love when Fashion gets how to sell to women of all ages, pair an MLF with her gorgeous daughter and just call it MOSS PAIRING: Kate Moss and her daughter Lila Grace are for the first time fronting Fendi’s 2024 Peekaboo campaign. Rolling out globally this month and photographed by Craig McDean.
MOSS PAIRING
Kate and Lila Grace Moss are sisterswives of the house and appeared for the first time together on Fendi’s runway in February 2021 when Kim Jones unveiled his first couture collection for the brand as artistic director of couture and womenswear collections.
British model and activist Adwoa Aboah was the first to front a Peekaboo campaign in 2022, in a whimsical short film by Italian director Luca Guadagnino where she was seen gliding over Rome’s skyline, landing on the steps of the brand’s headquarters.
Naomi Campbell, another friend of Jones and Silvia Venturini Fendi, artistic director of accessories and menswear, fronted the campaign for spring 2023, lensed by David Sims.
The mother-daughter campaign reflects matriarchal symbolism for Venturini Fendi, who posed with her daughters Delfina Delettrez Fendi and Leonetta Luciano Fendi in the #MeandMyPeekaboo campaigns, telegraphing the message that the bag can be shared and passed down from generation to generation.
The Peekaboo bag was launched in 2008, designed by Venturini Fendi and bowing during Fendi’s womenswear spring 2009 show. With its trapezium shape and playful name inspired by the children’s game, “peek-a-boo, I see you,” the bag is centred around a double turn-lock upper frame, and the gusseted pocket construction and weighted keyhole hardware causes a suspended drape when open.
The designer has evolved the Peekaboo with new materials and sizes, shoulder straps, wood or lucite handles and Selleria stitched seams.
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Photo Credit: FENDI
