FENDI Brings The Peekaboo Into The World Of Cinema

Few fashion houses understand the relationship between cinema and fashion quite like FENDI. For its latest campaign, the House brings that connection into focus through the iconic Peekaboo bag, with Monica Bellucci, Valeria Golino, FENDI Spokesperson Tang Yan and Yara Shahidi coming together in Rome for a cinematic study of character, identity and personal style. Captured by photographer Laura Sciacovelli, the campaign presents the polished world of the film set and the quieter moments that exist behind it.

The campaign introduces My Peekaboo, a new interpretation of the legendary silhouette designed by Maria Grazia Chiuri for FENDI’s Fall/Winter 2026–27 collection. Set backstage on a film production, the imagery explores the space between performance and reality, following each woman through her own rituals and moments of preparation. The Peekaboo becomes part of that environment, moving naturally between the constructed world of cinema and everyday life.

Personalisation gives the new expression an especially intimate dimension. Each woman carries her own My Peekaboo, finished with her initials, turning one of FENDI’s most recognisable designs into something distinctly individual. It speaks to the idea that an icon does not need to remain fixed; its identity can evolve according to the person carrying it. The bag becomes less a uniform symbol of the House and more an extension of its owner.

For Chiuri’s first collection at FENDI, the designer revisits the original Peekaboo silhouette, returning to the distinctive opening that has defined the bag since its introduction. The decision reflects a wider approach to luxury design, where heritage becomes material for reinterpretation. Chiuri looks closely at the details that made it significant in the first place, allowing its character to remain instantly recognisable while giving it a new context.

Sciacovelli’s photography reinforces the relationship between FENDI and Italian cinema, using Rome not simply as a backdrop but as part of the visual language of the campaign. The cast’s presence adds another layer, bringing together four women with distinct relationships to performance, culture and contemporary style. Their individual perspectives make the Peekaboo feel less like a static fashion object and more like a companion moving through different versions of life.

My Peekaboo launches on 3 September across FENDI boutiques and the House’s website, extending the campaign’s emphasis on individuality beyond the image itself. In an era where personalisation has become an increasingly important part of luxury, FENDI approaches the idea through one of its most enduring creations. Cinema, craftsmanship and identity converge around a bag that has spent years becoming an icon, now opening itself to the person carrying it.