For the Fendi Peekaboo 2024 campaign, the emotional connection and strong family tie embodied by the Peekaboo bag is perfectly personified by Kate and Lila Grace Moss.

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.

The visuals showcase the Peekaboo in the most iconic and familiar Fendi material and workmanship: the Selleria. Passed on to Silvia Venturini Fendi from her grandmother and founder of the House Adele Fendi, with its soft and sensual Cuoio Romano naturally grained leather, signature hand-made macro-stitching and sterling silver plaque, the Selleria further enhances the deep family spirit and transmission of values from generation to generation – the connection of the past to the present and the future – so intrinsic to the Peekaboo bag and to its timeless elegance.

The architectural lines and tender femininity of the Peekaboo has, over the years, been personified by a coterie of bold faces – mothers, daughters and friends of the House who have each incarnated this Fendi icon in global campaigns to celebrate its proud singularity. Propagating the veritable ‘object mythology’ of this heirloom creation, these campaigns fortify the intimate relationship between a woman and her Fendi Peekaboo.