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Conceived by Silvia Venturini Fendi in response to the excesses of the ‘it-bag’ phenomenon, the Peekaboo bag is a vision of purity, minimalism, and streamlined aesthetics.

It all started in 2009…

With a distinctive trapezium shape that recalls the glamour of mid-century frame bags, this masterpiece of leatherwork seamlessly blends geometric and curvilinear forms, fashioning a new era of architectural design. The Peekaboo is a master of transformation, gracefully bridging the gap between the supple and the structured, the gravity-defying and the weighty. The bag’s signature curved ‘smile,’ revealed by its unique double turnlock upper frame and gusseted pocket construction, suspends gracefully when opened, exposing the luxurious inner craftsmanship that has made the Peekaboo an icon of contemporary fashion. The Peekaboo bag made its striking debut at the Women’s Spring/Summer 2009 show, where Karl Lagerfeld’s vision for the runway was complemented by Silvia Venturini Fendi’s innovative designs. The initial top-handle styles of the Peekaboo were carefully crafted from a wide range of materials, from raw cotton toile to exotic leathers and black patent leather, to perforated suede that showcased the mesmerizing mottled watersnake inside. The Peekaboo was an instant hit and quickly became a vehicle for exploration and experimentation, allowing Silvia to refine its design each season with new sizes, materials, and features. From the addition of a shoulder strap to the use of wood or lucite handles, Selleria stitched seams, and other unique details, the Peekaboo showcased its artistic potential and became a timeless masterpiece with a distinctive turnlock that reveals its inner beauty to the outside world.

A playful name inspired by children’s game.

The Peekaboo is a masterful play on contradictions, bringing together the sleek and the sumptuous, the private and the public, in a playful nod to childhood. The name itself – inspired by the game of peek-a-boo – hints at the whimsy and wit that underpins FENDI’s design ethos. With a flick of its turnlock, the Peekaboo’s hidden treasures are revealed: the ‘smile’ that gives this bag its unique personality, its unexpected trompe l’oeil effect, and the precious details that adorn its surface. It’s no wonder that this bag has inspired artists, architects and celebrities alike, from Gwyneth Paltrow to Zaha Hadid, to create their own special editions. As both an objet d’art and a practical accessory, the Peekaboo embodies the best of Italian craftsmanship and design, and its sculptural form speaks to the legacy of avant-garde movements from Futurism to Neoclassicism. A true collectible heirloom, the Peekaboo is both timeless and customisable, a celebration of the enduring appeal of FENDI’s aesthetic vision.

People who carried it with love…

he Peekaboo’s versatility is on full display when considering the range of individuals who have adorned its sleek silhouette. From the regal elegance of Amal Clooney and Queen Rania of Jordan to the vibrant, daring stylings of Rihanna and Hailey Bieber, the Peekaboo has become a symbol of sophistication and playfulness for a global audience. Celebrities such as Angelina Jolie, Jennifer Lopez, and Reese Witherspoon have all been spotted with the Peekaboo on their arm, showcasing its enduring appeal in the entertainment industry. The introduction of men’s styles in 2014 has broadened the bag’s appeal even further, with young stars like Evan Mock, Manu Rios, and Brandon Flynn embracing its bold shapes and rich colors. The Peekaboo is a timeless accessory that continues to capture the hearts of fashion icons and trendsetters around the world.

The #MeandMyPeekaboo 2018 campaign.

The #MeandMyPeekaboo visual campaign is a heartfelt tribute to the everlasting connection between family members, spanning across generations and cultures. This iconic campaign first debuted in 2018, marking the 10th anniversary of the Peekaboo bag, and has since captured the hearts of people worldwide. From beloved Hollywood stars to social media influencers, each intimate portrait and candid interview showcases the bond between mothers and daughters, fathers and sons, and sisters and brothers. The emotional depth of the campaign reaches its peak as it highlights the genuine relationships of global icons, including Catherine Zeta-Jones and her daughter Carys Zeta-Douglas, Kim Kardashian and her mother Kris Jenner, and fashion blogger Chiara Ferragni with her beloved sisters Valentin and Francesca Ferragni, and husband Fedez.

2022: immortalizing the activist Adwoa Aboah in a campaign.

In the year 2022, the revered Italian filmmaker Luca Guadagnino captured the captivating essence of the British model and activist Adwoa Aboah in a surreal and breathtaking short film, as she gracefully soared above the scenic rooftops and bustling squares of the timeless city of Rome. Portrayed as a modern-day protagonist, Aboah’s presence, accompanied by her treasured Peekaboo bag, culminated in a triumphant arrival at the majestic FENDI headquarters in the iconic Palazzo della Civiltà Italiana. A stunning manifestation of the indomitable power of women fused with the mystical allure of the Peekaboo’s enigmatic essence, the short film was a celebration of beauty, courage, and unbridled creativity.

2023: a cinematic visual campaign in which Naomi reprises the role of Peekabook face for SS23.

With a longstanding friendship with Couture and Womenswear’s Artistic Director, Kim Jones, and Accessories and Menswear’s Artistic Director, Silvia Venturini Fendi, the multifaceted supermodel, actress, and philanthropist Naomi Campbell has once again taken on the role of Peekaboo face for the upcoming Spring/Summer 2023 collection. The visual campaign, shot by the renowned British photographer David Sims, showcases a stunning blend of black-and-white and vibrant hues, capturing the essence of feminine power and strength that Naomi exudes effortlessly. With her unparalleled charisma and fearless spirit, Naomi Campbell embodies the very essence of the Peekaboo, representing the independence, ambition, and unwavering character of women worldwide.