In celebration of the iconic Peekaboo bag, Fendi enlists the help of long time friend Luca Guadagnino to create a short film for the brand. The film looks to explore the inventive and ever changing imagination of the brand, as well as its powerful feminine roots. 

“I am very close friends with FENDI – as a brand for sure but, most importantly, as a friend of people who are pillars of the company. I feel a very deep connection with the brand – and my mother used to wear FENDI back in the 70s and 80s so the logo, the type of materials, the quality and the design of FENDI have always been part of my imagery,” said Guadagnino. 

The film follows Adwoa Aboah as she flies above the city of Rome, acting as a fashion forward superwoman. Aboah lands on the steps of Fendi’s Palazzo della Civiltà Italiana, and explores the witty characteristics of the house. A key message of the film is recognizing the strong independence that each women who wears Fendi has. They stand their own ground, make their own decisions, and look fashionable while doing it. 

Throughout the film, Aboah sports the Peekaboo bag as her main accessory. Since its creation in 2008, the back has served as an example of exceptional Roman craftsmanship. It’s strong architectural form hides a soft, supple interior, that peaks through when open. It houses the sense of humor that Fendi has, while also creating an interesting design concept. 

The film creates a whimsical fantasy, yet stays true to the strong feminine motifs that Fendi houses. In the words of Kim Jones “the Fendi woman is empowered: she is someone of her own making,” and that is what the Peekaboo aims to celebrate.