MILAN — Fendi’s staple Peekaboo bags are turning 10 and the brand is launching the #MeAndMyPeekaboo campaign to mark the anniversary with a video and images fronted by Silvia Venturini Fendi, the company’s creative director for accessories, men’s wear and kids’ wear, and her daughters Delfina Delettrez Fendi and Leonetta Luciano Fendi.

The video, which is part of a digital campaign that begins Friday and on fendi.com starting April 24, hinges on the relationship that Silvia Venturini Fendi and her daughters have with the Peekaboo bag, and with one another. “The Peekaboo was born from my desire to do something different from the Baguette, almost a reaction to it, and going back to creating bags the traditional way, with excellent hides, just like only top leather goods makers know how to do,” said Venturini Fendi. “The Baguette was made with many different materials, from denim to mink, but the Peekaboo is more discreet, with the inside revealed only to the wearer; it’s whispered luxury, more intimate. You discover it slowly.”

Venturini Fendi admitted she was moved by the interviews with her daughters, as each was filmed separately, and that she realized “the value an object can acquire, beyond the ownership and the use of it. Things can talk about you and even have reassuring properties. The Peekaboo is not only a fashion item — it can be passed on from generation to generation, and is not simply disposable.”

In the video, the designer described Delfina as “deep” and Leonetta as “bright” and in turn, the first defined their mother as “a bossy woman” and the latter said she was “unstoppable.”

Delfina Delettrez Fendi

Delfina Delettrez Fendi and her Peekaboo.  Courtesy Image

Describing the Fendi women in the family, Venturini Fendi said they are “strong, passionate and revolutionary.” The designer said that her favorite Peekaboo is the black Essential model, “because it’s simple, complex and timeless. It’s very similar to my personality.”  About marking a decade of the bag, she simply observed that it means “I had a good idea 10 years ago. […] It’s good to see that a good idea is forever.”

Venturini Fendi was photographed at the brand’s headquarters in Rome, at the Palazzo della Civiltà Italiana, while her daughters were filmed at Palazzo Fendi in central Rome and around the Italian capital, emphasizing the label’s bond with the city.

Leonetta Luciano Fendi

Leonetta Luciano Fendi and her favorite Peekaboo.  Courtesy Image

Like the Baguette, the Peekaboo is highly representative of Fendi, said Venturini Fendi. “It has a quality that makes it so beautiful and you never tire of looking at it.”

In a second phase of the campaign, a group of other “iconic” women will be portrayed in a series of videos, but Venturini Fendi declined to reveal the names for the time being. “It will be a surprise,” she said.

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