For its latest My Peekaboo campaign, Fendi takes its iconic bag behind the scenes, bringing together Monica Bellucci, Valeria Golino, Tang Yan and Yara Shahidi in a series of cinematic portraits.
Set against the raw atmosphere of a film studio, the images blur the line between fashion campaign and backstage moment. Spotlights, director’s chairs, equipment cases and studio doors become part of the scenery, while the Peekaboo remains a constant presence from one portrait to the next.
Each woman brings a distinct character to the bag, shifting effortlessly between classic elegance and a more intimate, off-duty attitude. Rather than placing the Peekaboo on a conventional stage, Fendi captures it in the moments surrounding one — as if caught somewhere between preparation and performance.
Across generations and personalities, My Peekaboo ultimately turns an icon into something personal: one bag, carried in four different ways.
