Kate Moss and daughter Lila star in Fendi Peekaboo latest campaign

The Fendi Family Legacy: The Eternal Elegance of Peekaboo

Some pieces rise beyond their utilitarian function to become icons that transcend time and trends. One such icon is Fendi’s Peekaboo bag, which since its debut in 2008 has embodied the Roman artisanal excellence and family connection that defines the Maison.

The Peekaboo 2024 campaign is a celebration of this emotional connection and the powerful mother-daughter bond. Kate and Lila Grace Moss embody this connection in an intimate and touching way, masterfully captured by photographer Craig McDean. As close friends of Kim Jones and the Maison Fendi, their participation in this campaign is a testament to their endearing relationship, dating back to their first mother-daughter runway appearance for Fendi’s Haute Couture collection.

The Peekaboo, with its timeless design and impeccable craftsmanship, is the epitome of family elegance for Silvia Venturini Fendi. The “Selleria” tailoring, passed down to Silvia Venturini Fendi from her grandmother and founder of the House of Adele Fendi, features soft and sensual Cuoio Romano natural grain leather, her signature handmade macro stitching and sterling silver plate. This handcrafted detail further enhances the deep family spirit and the transmission of values from generation to generation, emphasizing the connection of the past with the present and the future, elements intrinsic to the Peekaboo bag and its timeless elegance. In every stitch and every detail, the Peekaboo tells the story of the Roman craftsmanship and family tradition that have defined Fendi for generations.

This bag has been passed down through generations, uniting Silvia and her daughters Delfina Delettrez Fendi and Leonetta Luciano Fendi in its quality as a favorite heirloom. The #MeandMyPeekaboo campaign, launched in 2018 in honor of the bag’s 10th anniversary, already highlighted this matriarchal aspect of the Peekaboo. For Fendi women, the Peekaboo is not just an accessory, but a piece loaded with meaning and emotion, shared and passed down between generations. From social media stars to Hollywood royalty, the #MeandMyPeekaboo campaign has explored the maternal and filial relationships of influencers around the world. Catherine Zeta-Jones and Carys Zeta-Douglas, Naomi Campbell, Kim Kardashian and Kris Jenner, Ami & Aya Suzuki, Sylvia Chang and Oscar Wang, Chiara Ferragni with her sisters Valentina and Francesca Ferragni, and husband Fedez, are just a few of the prominent names who have participated in this celebration of family and legacy.

In every image and installment, the Peekaboo emerges as more than just a fashion accessory; it is a symbol of love, connection and heritage. Its timeless design and exceptional craftsmanship make it a treasure that transcends passing fashions, keeping alive the tradition and elegance of the Fendi family.