Fendi debuts Peekaboo campaign featuring Adwoa Aboah and directed by Luca Guadagnino

REVISITING their hailed bag, Fendi are celebrating the Peekaboo bag with a special film directed by the critically-acclaimed filmmaker and close friend of the House, Luca Guadagnino. Exploring the fun imagination centred at the heart of the Italian brand with the powerful nuances of femininity, the collaborations embarks on a journey of bringing these qualities to the silver screen.

“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”, reflects the director. “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 a part of my imagery”.

Fendi Peekaboo Adwoa
Still of Adwoa Aboah by Luca Guadagnino

Starring British model and activist Adwoa Aboah as a superhero archetype, she flies above the Italian capital before landing at the foot of the brand’s headquarters, Palazzo della Civiltà Italiana. Echoing the same empowerment the clothes are meant to bring the wearer, the spotlight on female autonomy is at the centre stage with the iconic Peekaboo being her trusty partner.

“We had this idea of levity” explains Guadagnino on the idea behind this frame. “of the Peekaboo at the centre of the movie, being the magical driver behind Adwoa flying over the ancient city”.

Fendi Peekaboo Adwoa
Still of Adwoa Aboah by Luca Guadagnino

With a recognisable architectural design built from Roman craftsmanship, the subtle sense of humour of Fendi shines through as the soft leather interior opens up to reveal the phrase ‘peek-a-boo, I see you’.

Speaking to Silvia Venturini Fendi, the Creative Director reveals, “One’s bag is full of secrets, and so the idea of the Peekaboo is a bag that can be worn open. I think that carrying a Peekaboo says something about a very strong, powerful and empowered person who is not afraid to hide.”

Watch the campaign video here:

by Imogen Clark 


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