Fendi Introduces New Peekaboo Bag With Zoey Deutch

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Italian fashion house Fendi debuts its first global image campaign in celebration of the famed Peekaboo bag. The brand tapped actress and producer Zoey Deutch to personify the handbag’s jovial character and build anticipation for the release of the newest model later this month.

Equally ethereal and authentic, the campaign unfolds as Deutch grasps her personalized Peekaboo, revealing the bag’s interior. With the front flap pushed down in what the brand calls a “smile,” viewers catch a glimpse of the inner pockets and customized python panel. The sequence continues to the tune of The Horrors’ “I See You,” following Deutch on her journey of self-expression. A studio serves as the final destination, where the actress shows off the bag before making her escape with it.

The updated Peekaboo was first seen on the Fall/Winter 2020 runway, adopting a smaller, more structural silhouette. Its accordion-framed shape is accompanied by an interchangeable inner pocket that can be personalized with an array of different colors and materials. Another notable feature is the option of adding one’s initials, providing a truly personal touch.

While the Peekaboo has taken on a new persona, the bag has been around for over a decade, first being introduced on the Spring/Summer 2009 runway at Milan Fashion Week. The bag has an unconventional construction of two halves separated by a fixed center. When playing with the handbag’s front flap, the bag’s interior becomes the centerpiece. Creative Director Silvia Venturini Fendi’s approach to the construction of the first Peekaboo was one of simplicity and timelessness. But what originated as a simple black bag has evolved over the years, becoming a vessel for trends of the time.

The Fendi Peekaboo is now available for preorder online.

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