Since 2008, the Peekaboo bag has become a hallmark expression of Roman craftsmanship fused with an intimate sense of FENDI womanhood. Designed by Silvia Venturini Fendi and premiered at the FENDI Women’s Spring/Summer 2009 show, the Peekaboo has become a matriarchal symbol of family for Silvia Venturini Fendi, uniting her and her daughters Delfina Delettrez Fendi and Leonetta Luciano Fendi through its heirloom quality as a perennial favourite.
Today, the Peekaboo retains a constant presence on the runway for the FENDI Women’s Ready-To-Wear collections designed by Kim Jones and FENDI Men’s collections designed by Silvia Venturini Fendi — scaled up and down, worn in the hand, on the shoulder, or across the body. The Peekaboo is a bag to be shared and passed down from generation to generation, enjoyed and swapped between them in a game of moods and personality traits to match their favourite bags..
For this 2024 Peekaboo Campaign, the emotional connection and strong family tie embodied by the Peekaboo bag is perfectly personified by Kate and Lila Grace Moss, whose powerful mother-daughter bond is intimately portrayed by the lenses of photographer Craig McDean. Close friends of Kim Jones and of the Maison, the campaign is a further demonstration of their heart-warming relationship, following their first mother-daughter runway appearance for the Artistic Director’s debut Couture collection for FENDI, that featured families both real and chosen in an intergenerational reunion of iconic women reflecting the matriarchal strength that has long defined the FENDI name.
