Kate Moss and daughter Lila Grace Moss star in Fendi Peekaboo handbag campaign
The 2024 Peekaboo advertisement was officially released globally in April. Under the lens of British fashion photographer Craig McDean with legendary supermodel Kate Moss and her daughter Lila Grace Moss.
Since 2008, the Peekaboo handbag has become a classic symbol of Roman craftsmanship, integrating the femininity inseparable from FENDI. Peekaboo was designed by Silvia Venturini Fendi and debuted at the brand's 2009 spring/summer women's fashion show. It was originally a response to the trend at the time and was determined to write a new definition for fashion accessories in an era when "It-bags" were rampant.
Peekaboo's geometric shape is simple and elegant, with rounded and smooth lines, and its practical design is both beautiful and playful. The trapezoidal original handbag is derived from the framed handbags of the last century, and is transformed into an artistic masterpiece rich in geometric architectural features through the contemporary leather craftsmanship of FENDI workshops.
Peekaboo debuted at the 2009 Women's Spring/Summer Fashion Show, complementing the ready-to-wear collection designed by Karl Lagerfeld. Hand-buckle styles are crafted from muted raw cottons, rare animal skins, black patent leather and even patterned suede with a speckled watersnake lining.
The 2024 Peekaboo campaign officially unveiled worldwide in April. Shot by British fashion photographer Craig McDean, the campaign intimately depicts the deep mother-daughter relationship between legendary supermodel Kate Moss and her daughter Lila Grace Moss, who perfectly embody the emotional connection presented by the Peekaboo handbag and the inseparable bond between family.
The mother and daughter are close friends of Kim Jones and the FENDI brand. After they first walked together as mother and daughter for FENDI's first haute couture collection for Artistic Director Kim Jones, this campaign further showcases the warm relationship between mother and daughter.
The campaign carefully selects a real family, reuniting these iconic women from different generations, reflecting the female power that has long defined the FENDI brand. The visuals showcase the Peekaboo’s use of FENDI’s most iconic and familiar material and craft: Selleria, a craft passed down to Silvia Venturini Fendi by her grandmother and founder of the brand, Adele Fendi, and the use of the ultra-soft Cuoio Romano natural grain leather, the signature thick hand-stitched seams and the solid silver plaque further reinforce the strong family spirit and values passed down from generation to generation – connecting the past and the present – that are the essence of the Peekaboo bag and its timeless elegance.
