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Naomi Campbell reprises her role as the face of the Peekaboo for Fendi

Tom Shearsmith
24 March 2023

Supermodel, actress, and philanthropist Naomi Campbell reprises her role as the face of Peekaboo for Fendi's spring/summer 2023 campaign, in a cinematic visual campaign of imagery by British photographer David Sims.

A legendary representation of bold feminine energy, Campbell's unique persona "perfectly symbolises the independence, ambition and strength of character" that the Peekaboo represents for women across the world, according to 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 its spring/summer 2009 show, the Peekaboo was a described as a "reaction" - a design born of the will to redefine modern accessories.

Clean and minimal, geometric and curvilinear all at once, the Peekaboo is a bag engineered with both fashion and playful functionality.

Describing the Peekaboo, Silvia Venturini Fendi said: "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.

"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. At Fendi, lightness has always been so important. When you think of a Fendi coat, sometimes the inside is even more accurate and precise than the outside. Things are reversible.

"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.”

A channel for creativity and innovation, the Peekaboo hit its stride immediately, and has evolved its design season after season, rolling out new styles that play with scale and wearability as well as materiality and craft. The Peekaboo was later adapted with a shoulder strap, wood and lucite handles, with other seasonal details also added.

Today, the Peekaboo retains a constant presence on the runway for the Fendi Women’s RTW collections (designed by Kim Jones) and Fendi Men’s collections (designed by Silvia Venturini Fendi), scaled up and down to varying levels.

Further images are expected to be published throughout the campaign.

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