MOSS PAIRING: Kate Moss and her daughter Lila Grace are for the first time fronting Fendi’s 2024 Peekaboo campaign, breaking globally this month and photographed by Craig McDean.
Kate and Lila Grace Moss are friends of the house and appeared for the first time together on Fendi’s runway in February 2021 when Kim Jones unveiled his first couture collection for the brand as artistic director of couture and womenswear collections.
British model and activist Adwoa Aboah was the first to front a Peekaboo campaign in 2022, in a whimsical short film by Italian director Luca Guadagnino where she was seen gliding over Rome’s skyline, landing on the steps of the brand’s headquarters.
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Naomi Campbell, another friend of Jones and Silvia Venturini Fendi, artistic director of accessories and menswear, fronted the campaign for spring 2023, lensed by David Sims.
The mother-daugther pairing reflects matriarchal symbolism for Venturini Fendi, who posed with her daughters Delfina Delettrez Fendi and Leonetta Luciano Fendi in the #MeandMyPeekaboo campaigns, telegraphing the message that the bag can be shared and passed down from generation to generation. The #MeandMyPeekaboo visual campaign debuted in 2018 for the bag’s 10th anniversary and was followed by imagery of Catherine Zeta-Jones and Carys Zeta-Douglas; Kim Kardashian and Kris Jenner; Ami and Aya Suzuki; Sylvia Chang and Oscar Wang, and Chiara Ferragni with her sisters Valentina and Francesca Ferragni, and her husband, Fedez.
The Peekaboo bag was launched in 2008, designed by Venturini Fendi and bowing during Fendi’s womenswear spring 2009 show. With its trapezium shape and playful name inspired by the children’s game, “peek-a-boo, I see you,” the bag is centered around a double turnlock upper frame, and the gusseted pocket construction and weighted keyhole hardware causes a suspended drape when open.
“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,” Venturini Fendi said of the launch. “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.”
The designer has evolved the Peekaboo with new materials and sizes, shoulder straps, wood or lucite handles and Selleria stitched seams.