FENDI SPRING 2023 PEEKABOO HANDBAG AD CAMPAIGN
Fendi taps Naomi Campbell as the face of its Peekaboo bag campaign, celebrating the rich history of the iconic piece’s design.
April 11, 2023
First debuted on Fendi’s Spring 2009 runway, the Peekaboo bag was designed in response to the concept of the “it-bag” as a means to stand out from the crowd and refocus our attention back to high-quality design and craftsmanship. “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 Fendicould possibly make,” says Silvia Venturini Fendi in a press release.
“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,” she adds. “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 colour 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.”
Supermodel Naomi Campbell’s distinctive persona is one of few that truly matches the energy of the Fendi Peekaboo. Offering a true duality of minimal and geometric, the signature bag boasts a trapezium shape and merges both supple and rigid forms. Featuring a double turnlock upper and weighted keyhole hardware, the bag showcases a suspended drape on opening, highlighting its curved “smile” shape that it’s become so synonymous with.