There is no denying that Naomi Campbell is one of the greatest models of her generation. Since she was first scouted in 1986, the enduring super has been a fixture on runways, magazine covers, and campaigns, making the certified icon the ideal choice to become the face of one of Fendi's most iconic designs; the Peekaboo. First introduced at Fendi’s S/S 09 runway show designed by then creative director Karl Lagerfeld, the distinct design came from Silvia Venturini Fendi, and is a testament to her eye for crafting a classic.
‘It was the moment to set things straight with a new classic. I wanted to evoke the beauty of a vintage bag with a lock, but for the first time make it about the movement of the bag,’ explains Fendi. ’That's why I selected a very soft leather, as the bag was shown open and inside you could reveal a different colour of a very beautiful glove leather. 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.’
With minimal adornment and sharp, geometric lines, the bold Peekaboo bag has long represented strength and has been a favourite among the likes of actress Gwenyth Paltrow and architect Zaha Hadid. Equally as bold, and already a long-time friend of Silvia Venturini Fendi and artistic director of couture and womenswear Kim Jones, choosing Campbell to represent the iconic design shouldn’t come as a surprise.
While strength of character defines the bag's exterior, the design has its playful elements too. With the twist of its turnlock, the bag reveals a trompe l'oeil smile, adding a whimsical quality to the structured design. Shot by British photographer David Sims, the 'In Love With my Peekaboo' campaign see's Campbell cradle the sellier silhouette in her arms. Since becoming a mother last year, we can only imagine how many games of peekaboo the supermodel has played with her daughter.