The Fendi Peekaboo campaign, featuring actress and producer Zoey Deutch, highlights the emotional relationship between the Peekaboo and Zoey, celebrating her most authentic, intimate, true inner self.

The story unfolds as Zoey on set is embracing her Peekaboo, revealing its inside while her own personality shines. Her inner soul appears, along with the inside of the Bag itself: the story follows her, cut into a short, chronological sequence that leads the viewer into the moment when she seats in the studio – ready to be photographed with the Fendi Peekaboo.

The new Peekaboo features a new accordion-frame shape, to open in a deep ‘smile’ featuring inside pockets which can be interchangeable in smooth leather or precious skins and personalized with one’s initials.

Since its creation for Spring 2009, Silvia Venturini Fendi has combined the Maison’s savoir-faire and limitless creativity with the research for high-quality materials and details, giving life to infinite versions of the Peekaboo.