Clean and minimal, geometric and curvilinear all at once, the Peekaboo bag first appeared at FENDI’s Spring/Summer 2009 show as the accessory to Karl Lagerfeld’s ready-to-wear collection and instantly became a second hit after the classic FENDI Baguette bag. Thanks to its simple composition, the Peekaboo is versatile for an everyday style – from work to play, and from casual to dressy. Hand-buckle styles are crafted from muted raw cottons, rare animal skins, black patent leather, and even patterned suede with a speckled watersnake lining.

“The Peekaboo wearer is a multifaceted person,” said Silvia Venturini Fendi, the brand’s Creative Director of accessories and menswear in a statement. “They have hidden talents, they choose what they reveal about themselves, and when.”

As they take on new, various versions with renewed dynamism, the Italian luxury fashion house has tapped the iconic supermodel Kate Moss and her daughter Lila Grace Moss to front the latest campaign for the Peekaboo bag. Both Kate and Lila have a rich history with the House, from modelling and wearing the label countless times, to even walking the FENDI Couture Spring 2021 show together. The campaign serves as another step in the pair’s evolving relationship with the label. 

Shot by British fashion photographer Craig McDean, the campaign captures the power duo holding matching editions of the atelier’s iconic heirloom carryall. It intimately depicts the deep mother-daughter relationship between the two, who perfectly embodies the emotional connection presented by the Peekaboo bag and the inseparable bond between a family.

Watch the campaign video below.

Images by FENDI.