Starring supermodel Naomi Campbell
If I were to own and wear only one designer bag for the rest of my life, it would be the Fendi Peekaboo. This is not because numerous celebrities, royals, and personalities carry it, but due to the fact that this shapeshifting bag feels personal yet public, adding to its already exciting appeal.
In 2008, Silvia Venturini Fendi created this iconic bag, which has since become a staple on the brand’s runways.
“There was an invasion of bags on the catwalk everywhere at the time, so I really wanted to create a bag that only a real leather goods maker like Fendi could possibly make,” says Silvia. “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.”
“At Fendi, lightness has always been so important. When you think of a Fendi coat, sometimes the inside is even more accurate and precise than the outside. Things are reversible. You can see it is Fendi because of the way it moves – because it is light, and it follows the body,” Silvia continues. “With the Peekaboo, I really wanted to produce that idea in a bag. That’s why I selected a very soft leather, as the bag was shown open and inside you could reveal a different color of a very beautiful glove leather. It is a bag to be experienced: when you put your hands inside a Peekaboo, you can feel some of the softest leather in the world.”
The Peekaboo has garnered a fan following that includes Angelina Jolie, Adele, Danna Paola, Rihanna, Jennifer Lopez, Rita Ora, Reese Witherspoon, and Hye Kyo Song. Moreover, the bag’s bold and masculine variation has also found admirers in “Gossip Girl” star and pro skater Evan Mock, Netflix’s “Elite” star Manu Rios, “13 Reasons Why” star Brandon Flynn, “Lucifer” star Tom Ellis, and French football champion Karim Benzema.
“The Peekaboo can be worn open on one side, to reveal something about yourself to the world, while keeping some secrets on the other side. Carrying a Peekaboo says something about a very strong, powerful, and empowered person,” shares Silvia.
As Fendi celebrates the month of Peekaboo this April, the brand recognizes the bag’s success with supermodel, actress, and philanthropist Naomi Campbell. British photographer David Sims captured a cinematic visual campaign in color and black-and-white, embodying the independence, ambition, and strength of character that the Peekaboo represents for women worldwide.
In the campaign, Naomi is seen carrying Peekaboo bags of different sizes while donning fashion creations by the couture and womenswear artistic director, Kim Jones.
Below are some of the campaign photos.