Models Abény Nhial, Grace Valentine and Lara Menezes front Fendi’s [IG] Peekaboo Spring/Summer 2025 campaign. Photographer Emir Eralp [IG] is behind the lens with creative direction by Antonio Moscogiuri. / Hair by Dora Roberti

Fendi’s Peekaboo Soft Small is the latest iteration of the Roman house’s iconic Peekaboo bag, born in 2009. The Peekaboo Small was built by Silvia Venturini Fendi in its instantly recognizable trapezoid shape, just in time for Fendi’s 100th anniversary.

The Fendi Peekaboo Soft Small campaign video is a delight — an experience much more spirited than the stills. Film director Emir Eralp, based in London and Stockholm, is again behind the lens, shooting in Rome, with a new song by the Swedish band Little Dragon to cap off the campaign.

“The Peekaboo Soft Small bag has perfect proportions. It’s like a Baguette bag, you can fit a lot in it, everything you need. They stretch, move, expand and contract depending on what you put inside. That’s the secret: soft small bags are never really small, they’re fake small.”
“I like the idea that this bag shows off its interior even more. The leather is soft and it's like it's smiling when you open it... It's more accessible, more revealing of what's inside, like an identity card for the person wearing it.”– Silvia Venturini Fendi