Since 2008, Fendi’s Peekaboo bag has become a hallmark expression of Roman craftsmanship fused with an intimate sense of Fendi womanhood. Designed by Silvia Venturini Fendi and premiered at the Fendi Women’s Spring/Summer 2009 show, the Peekaboo was a reaction—a design born of the will to redefine modern accessories in the waning years of ‘it-bag’ ubiquity.

After dominating the market for nearly 14 years, it should come as no surprise that Fendi is taking its iconic Peekaboo collection to new heights with its latest #InLoveWithMyPeekaboo campaign. Supermodel, actress, and philanthropist, Naomi Campbell is the star of this season’s campaign—a natural choice as she perfectly embodies the bold feminine energy that symbolizes the independence, ambition, and strength of character that the Peekaboo represents for women across the world.

When the Peekaboo first appeared, its top-handle styles were crafted in neutral tones from raw cotton toile, exotic leathers, black patent leather, or perforated suede that revealed mottled watersnake inside. The bag’s structural evolution has seen multiple new developments, from the graphically streamlined Peekaboo ISeeU design featuring an accordion shape and sharp diagonal sides to the Peekaboo X-Lite, offering a single-pocket model with a repositioned turnlock on the back panel. Today’s collection is a welcome burst of lightness that encourages play and discovery through its tone-on-tone braided leather designs adorned with borders, a front panel, and gold-finish or palladium-finish metalware. The bag is decorated with Fendi’s iconic twist lock on both sides and features a soft tone-on-tone nappa leather lining that’s invisible from the outside, further teasing the playful nature of its design.

Hinting at Fendi’s sense of humor and irony – the Peekaboo surprises with its precious details and the possibilities of hidden beauty that can be activated at the twist of its turnlock, opening the ‘smile’ that instantly personifies the Peekaboo as a mouth, a smile, and even a face. This ‘trompe l’oeil’ effect of subtly human features has inspired artists, famous friends, and Silvia Venturini Fendi alike in their interpretation of special Peekaboo creations, from actress Gwyneth Paltrow, singer and actress Joey Yung, architect Zaha Hadid, models Liu Wen and Hikari Mori, to none other than the singer Adele.

Fendi also makes an adventurous statement with the Peekaboo bag’s current range of spritely spring colors and materials. Pink, key lime, light green, and green canvas with patent leather punctuate this season’s collection, in addition to more classic colors like dove gray, beige, brown, black, white, and camellia. The Fendi woman should feel empowered to embrace her unique style and not be confined to a single color, material, or pattern. Perhaps Silvia Venturini Fendi best encapsulated this sentiment when she shared, “The Peekaboo wearer is a multifaceted person. They have hidden talents, they choose what they reveal about themselves, and when.”

The singular idea of a ‘type’ of person for a Fendi bag is outdated, and the Peekaboo’s longevity across fashion through the end of the 2000s, through the 2010s, and into the 2020s is a testament to its dynamic appeal across the globe for people of different ages, personalities, stylistic inclinations, and walks of life. That said, there is an innate sense of classicism – with a twist – that is embedded into every Peekaboo style. In short, its intrinsic functionality can become a metaphor for the wearer’s emotions and moods.