FENDI launches its first ever worldwide video and image campaign in honor of its iconic bag, the Peekaboo, featuring actress and producer Zoey Deutch.

The campaign highlights the emotional relationship between the Peekaboo and Zoey, celebrating her most authentic, intimate, true inner self.

The story unfolds as Zoey on set is embracing her Peekaboo, revealing its inside while her own personality shines. Her inner soul appears, along with the inside of the Bag itself: the story follows her, cut into a short, chronological sequence that leads the viewer into the moment when she seats in the studio – ready to be photographed with the FENDI Peekaboo.

The soundtrack song I See You by The Horrors flaunts Zoey’s bold, eccentric, energetic personality, magnifying the magic relationship between her and the Peekaboo.

Presented for the FENDI Fall/Winter 2020-21 Collection last February, the new Peekaboo features a new accordion-frame shape, to open in a deep ‘smile’ featuring inside pockets which can be interchangeable in smooth leather or precious skins and personalized with one’s initials.

Since its creation for Spring/Summer 2009, Silvia Venturini Fendi has combined the Maison’s savoir-faire and limitless creativity with the research for high-quality materials and details, giving life to infinite versions of the Peekaboo that – each one with its standout and distinctive features – all flawlessly embody the versatile and timeless aspect of this bag that has been and will continue to be elevated, reinterpreted and declined season after season, collection after collection.

The campaign is set to launch globally from the end of July in print issues and online, while the new Peekaboo bag will hit stores from late august.