Fendi’s April 2024 Peekaboo Bag Campaign doubles the style drama with supermodel Kate Moss and her fast-rising model daughter Lila Moss.

The twining effect is making a big play in ready-to-wear images lensed by Craig McDean [IG] with styling by Melanie Ward. / Makeup by Peter Philips; Hair by Anthony Turner

Among the house of Fendi’s most demanded treasures is the Peekaboo bag, which made its runway debut in 2008 as part of the spring-summer 2009 collection.

Conceived by Silvia Venturini Fendi, the creative mind then and now behind many of Fendi's legendary accessories, this bag was designed with modern women in mind—those who appreciate luxury but also value functionality.

The Peekaboo stands out for its distinctive structure: a soft yet firm, trapezoid-shape body that elegantly opens up to reveal an often — but not always — complementary, contrasting interior color.

The initial Peekaboo design featured a structured silhouette with two compartments divided by a stiff partition, an element that has remained constant and even expanded in the largest bags. An exterior pocket drapes when opened by a turn lock.

“It is a bag to be experienced: When you put your hands inside a Peekaboo, you can feel some of the softest leather in the world,” Venturini Fendi explains.

“When it’s closed, it looks like a classic bag, but then the inside is always a bit of a surprise,” she remarks.

As fashion trends shifted and consumer preferences evolved, the Peekaboo bag adapted through variations in size—from mini versions that cater to evening wear aesthetics to larger models suited for everyday utility.

What began as primarily leather craftsmanship now includes exotic skins, embroidered fabrics, and special editions or collaborations that have introduced unique embellishments and artistic elements that highlight the brand's creativity.

Creative projects and Peekaboo evolutions are designed in Rome and handcrafted at the company’s ateliers outside Florence, in the hills of Tuscany. In October 2023, Fendi introduced a limited edition book ‘Peekaboo-K’, exploring the exciting history of the famous bag available online and in select Fendi stores worldwide.