PEEKABOO FOR A CAUSE: Marking the opening of its new Fendi flagship in London on May 1, the Rome-based luxury company is launching a charity project in collaboration with a roster of high-profile women including artist Tracey Emin; actresses Gwyneth Paltrow and Naomie Harris; models Cara Delevingne, Jerry Hall and her daughter Georgia May Jagger; architect Zaha Hadid; fashion illustrator Tanya Ling; singer Adele, and journalist Kate Adie, who will customize the brand’s Peekaboo handbag. The personalized items will be displayed at Fendi’s new boutique on New Bond Street from May 2 and will be available for purchase through a dedicated online auction at May 1 to May 30 to raise funds for the London and Bristol-based Kids Company.

“Growing up in a family of strong and pioneering females, I am excited that such iconic women, leaders in their own fields, have been involved in this project, on this iconic Fendi bag,” said Silvia Venturini Fendi. “This project will not only allow Fendi to work with these incredible women, but also to raise valuable funds for Kids Company and help support their important work.”

This story first appeared in the April 24, 2014 issue of WWD. Subscribe Today.

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