Naomi Campbell Plays Peekaboo With Fendi

published on 28 March 2023

The original supermodel is the face of Fendi’s iconic Peekaboo bag in the S/S 23 campaign photographed by David Sims.

The original supermodel is the face of Fendi’s iconic Peekaboo bag in the S/S 23 campaign photographed by David Sims.

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.’

Fendi S/S 23 'In Love WIth my Peekaboo' campaign shot by David Sims

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.



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