Naomi Campbell Brings Back Fendi’s It Bag With The New Peekaboo Campaign

Photo Credit:David Sims

Fendi has just unveiled their latest campaign for their iconic Peekaboo bag starring none other than supermodel legend Naomi Campbell. As a long-time friend of both Artistic Director of Couture and Womenswear, Kim Jones, and Artistic Director of Accessories and Menswear, Silvia Venturini Fendi, Campbell reprises the role of Peekaboo face for Spring/Summer 2023, in a cinematic visual campaign of color and black-and-white imagery lensed by the British photographer David Sims. 

As seen on the arms of A-Listers like Rihanna, Angelina Jolie, Jennifer Lopez, and more, the bag has embraced a myriad of off-duty and red-carpet moments. “The peekaboo wearer is a multifaceted person. They have hidden talents; they choose what they reveal about themselves and when,” says Silvia Venturini Fendi. A legendary representation of bold feminine energy, Naomi’s unique persona perfectly symbolizes the independence, ambition, and strength of character that the Peekaboo represents for women across the world. 

Photo Credit: Courtesy of Fendi

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 was a reaction – a design born of the will to redefine modern accessories in the waning years of ‘it-bag’ ubiquity.

Clean and minimal, the Peekaboo is a bag engineered with both beauty and playful functionality at its core. The peekaboo is a study of opposites, where sleek minimalist meets the contrast of precious textures and colors, and the intimacy of a woman’s bag is questioned in a constant call-and-repeat of inside and out. Hinting at Fendi’s sense of humor and irony – the Peekaboo surprises with its precious details and the possibilities of hidden beauty that can be activated by the twist of its turn-lock, opening the ‘smile’ that instantly personifies the Peekaboo as a mouth, a smile, and even a face. This ‘trompe l’oeil’ effect of subtly human features has inspired artists, famous friends, and Silvia Venturini Fendi alike in their interpretation of special Peekaboo creations, like actress Gwyneth Paltro, singer and actress Joey Yung, architect Zaha Hadid, models Liu Wen and Hikari Mori, to singer Adele. 

Photo Credit: Courtesy of Fendi

The Fendi Peekaboo is available exclusively in Fendi boutiques.