In honor of Iconic Peekaboo, Fendi Launches Worldwide Campaign with Zoey Deutch

After more than 10 years of its creation, the play continues to win hearts and earns a worldwide homage.
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There are parts that are much more than simple accessories. They eternalize moments, mark eras and are present in the wish list of every good fashionista. Fendi Peekaboo is one of them. Since its launch, in the Italian Maison Spring 2009 collection, Silvia Venturini, who until then was creative director of accessories, made it a timeless piece that, until today, more than 10 years after its creation, is still coveted around the world.

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Thus, to celebrate another milestone in this iconic trajectory, Fendi launches its first worldwide campaign in honor of Peekaboo. The star? Zoey Deutch!

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Presented for the Autumn/Winter 2020-21 collection last February, Peekaboo revamped presents a new aesthetic, counting on internal pockets that can be interchangeable in smooth leather or precious and personalized skins with an initial.

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Since its creation Silvia Venturini Fendi has combined the Maison's savoir-faire and boundless creativity with the research of high quality materials and details, giving life to endless versions of Peekaboo which, in their particular styles, perfectly incorporate the versatile aspect of this bag which has been and will continue to be reinterpreted season after season, collection after collection.

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For the campaign, photos highlight the feeling-filled relationship between Peekaboo and Zoey, celebrating their most authentic, intimate and true inner self. The story happens as Zoey on set hugs her purse, revealing her inner self while her own personality shines through. The story is cut in a short, chronological sequence that takes the viewer to the moment she sits in the studio-ready to be photographed with Fendi Peekaboo. The soundtrack features I See You by The Horrors, which displays the bold, eccentric and energetic personality between the actress and the bag.

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The new version of Peekaboo arrives in stores at the end of August, ready to mark another chapter of this long journey of style.

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Questions and answers with Zoey Deutch


How was the Peekaboo campaign filmed? Any anecdotes from the set?
ZD: It was one of my favourite filming days. There was a lot to do in a short time, but everyone was in a great mood. Good people, a lot of energy and amazing bags. What could be better?

How do you feel being the ambassador of the first Peekaboo campaign?
ZD: It's an honor to be the ambassador of the first FENDI Peekaboo campaign. I've been a huge fan of the brand since I can remember, and joining the FENDI family is beyond exciting. I feel very grateful.

What does FENDI mean to you?
ZD: For me, FENDI means elegance, skill and style. I think FENDI makes clothes for women who want to be in charge, but to be able to let go with a cheerful and ironic attitude... And this is exactly the kind of girl I am.

Use three words to describe the Peekaboo bag.
ZD: Chic, mysterious, classic.

In your opinion, what makes the Peekaboo bag an icon? What makes it an icon?
ZD: I love that the bag opens in a deep "smile" to reveal the interchangeable inner pockets. It's comfortable, but classic. Chic and at the same time able to carry everything you need. And I'm known for wanting to put everything (and more) in my bag. I definitely need 4, obviously.

How would you describe yourself?
ZD: Adventurous, probably very loud, food and dog lover, always hungry, luckily a kind of good sense of humor. Hopeful. Curious. Still hungry.

What do you have in common with the Peekaboo bag?
ZD: Maybe trick-or-treating?

What is inner beauty for you?
ZD: Inner beauty is kindness, compassion, empathy and openness.

What are your plans for the future?
ZD: To be curious and ambitious and keep learning! There is a lot to do and a lot to learn!

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Fendi Peekaboo Campaign featuring Zoey Deutch

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