Since its introduction in 2008, the Peekaboo bag has become one of the most recognizable symbols of Roman craftsmanship for the house of Fendi.
Designed by Silvia Venturini Fendi and first presented during the Spring/Summer 2009 runway show, the model emerged during a period when the fashion industry was beginning to move away from the dominance of “it-bags” and toward more enduring design values.
With its refined geometry and soft architectural lines, the Peekaboo was conceived as a reinterpretation of classic mid-20th century frame bags. Its trapezoidal structure combines a sense of heritage with a contemporary approach to luxury accessories, emphasizing both form and functionality.
This season, Fendi places the Peekaboo at the center of a new campaign featuring Kate Moss and her daughter Lila Grace Moss. The visual narrative focuses on the idea of continuity between generations, as well as the versatility of the bag in different everyday and elevated contexts.
According to the brand, the Peekaboo is designed to go beyond its physical form and function as a fully expressive object. Its construction includes a double turn-lock closure, structured gusseted sides, and carefully engineered hardware that allows the bag to open smoothly, revealing its signature curved interior — often described as its “smile.”
The contrast between exterior restraint and interior richness is a defining element of the design. When opened, the bag reveals a meticulously finished interior, often crafted in soft, glove-like leather in contrasting tones. This duality has become one of its most distinctive characteristics.
Silvia Venturini Fendi has often described the Peekaboo as a response to an era of excessive product launches. “At that time, there were too many statement bags on the runway,” she explained. “I wanted to create something more essential — a future classic that could only come from a house with true leather expertise.”
She further emphasized that lightness and movement were central to the concept. “Fendi has always been about how a piece interacts with the body. Just like our coats, where the inside is as important as the outside, the Peekaboo was designed to feel alive when it is used.”
The campaign with Kate and Lila Grace Moss reinforces this philosophy by focusing on natural interaction rather than static presentation. The imagery highlights how the bag adapts to different personalities and generational perspectives, becoming a shared object of style rather than a single-defined accessory.
In recent years, the Peekaboo has evolved through multiple interpretations, including variations in size, texture, and material. Despite these updates, its core identity remains consistent: a balance between structure and softness, tradition and modernity.
The design continues to reflect Fendi’s broader approach to craftsmanship, where technical precision and tactile luxury are given equal importance. Each version of the bag is produced with careful attention to detail, ensuring continuity across collections while allowing room for experimentation.
With this new campaign, Fendi reaffirms the Peekaboo’s status as a contemporary classic. Rather than positioning it as a seasonal trend piece, the brand presents it as an evolving object — one that gains meaning through time, use, and personal connection.
