History
Since 2008, the Peekaboo bag has become a hallmark expression of Roman craftsmanship fused with an intimate sense of FENDI womanhood. Designed by Silvia Venturini Fendi and premiered at the FENDI Women’s Spring/Summer 2009 show, the Peekaboo was a reaction – a design born of the will to redefine modern accessories in the waning years of ‘it-bag’ ubiquity.
Clean and minimal, geometric and curvilinear all at once, the Peekaboo is a bag engineered with both beauty and playful functionality at its core. Its original trapezium-shaped form took the spirit of a mid-century frame bag and transformed it into an architectural feat of contemporary leather artistry in the FENDI ateliers.
Marrying supple and rigid forms, gravity and structure, the Peekaboo is a shapeshifter. Centred around a double turnlock upper frame, the gusseted pocket construction and weighted keyhole hardware causes a suspended drape when open, creating the bag’s signature curved ‘smile’ that reveals its luxurious inner craftsmanship.
“There was an invasion of bags on the catwalk everywhere at the time, so I really wanted to create a bag that only a real leather goods maker like FENDI could possibly make,” says Silvia Venturini Fendi. “It was the moment to set things straight with a new classic. I wanted to evoke the beauty of a vintage bag with a lock, but for the first time make it about the movement of the bag. At FENDI, lightness has always been so important. When you think of a FENDI coat, sometimes the inside is even more accurate and precise than the outside. Things are reversible. You can see it is FENDI because of the way it moves – because it is light, and it follows the body. With the Peekaboo, I really wanted to produce that idea in a bag. That’s why I selected a very soft leather, as the bag was shown open and inside you could reveal a different colour of a very beautiful glove leather. It is a bag to be experienced: when you put your hands inside a Peekaboo, you can feel some of the softest leather in the world.”
The Playful Spirit and Personification of the Peekaboo
With its playful name inspired by the children’s game, “peek-a-boo, I see you”, the Peekaboo is a study of opposites, where sleek minimalism meets the contrast of precious textures and colours, and the intimacy of a woman’s bag is questioned in a constant call-and-repeat of inside and out.
Hinting at FENDI’s sense of humour and irony – the Peekaboo surprises with its precious details and the possibilities of hidden beauty that can be activated at the twist of its turnlock, opening the ‘smile’ that instantly personifies the Peekaboo as a mouth, a smile, and even a face. This ‘trompe l’oeil’ effect of subtly human features has inspired artists, famous friends and Silvia Venturini Fendi alike in their interpretation of special Peekaboo creations, like actress Gwyneth Paltrow, singer and actress Joey Yung, architect Zaha Hadid, models Liu Wen and Hikari Mori,to none other than the singer Adele.
As a design object, the sculptural nature of the Peekaboo speaks not only to the tradition of fine leather goods craft, but also to the avant-garde movements in Italian art and design in the 20th century that have evolved alongside FENDI – from Futurism to Memphis and Neoclassical architecture. With its combination of rigorous construction, the supple drape of the pocket panels, boldly mechanical and geometric hardware, the Peekaboo transcends the status of a fashion accessory, taking its place alongside other practical objets d’art as a collectible heirloom – both instantly recognisable and readily customisable for future generations.
The Peekaboo Character
“The Peekaboo wearer is a multifaceted person,” says Silvia Venturini Fendi. “They have hidden talents, they choose what they reveal about themselves, and when.”
The singular idea of a ‘type’ of person for a FENDI bag is outdated, and the Peekaboo’s longevity across fashion through the end of the 2000s, through the 2010s and into the 2020s is a testament to its dynamic appeal across the globe for people of different ages, personalities, stylistic inclinations and walks of life. That said, there is an innate sense of classicism – with a twist – that is embedded into each and every Peekaboo style. In short, its intrinsic functionality can become a metaphor for the wearer’s emotions and moods.
“One’s bag is full of secrets, and so the idea of the Peekaboo is a bag that can be worn open,” continues Silvia Venturini Fendi. “I think that carrying a Peekaboo says something about a very strong, powerful and empowered person who is not afraid to hide. It has its two compartments – one you can keep close to you and closed, and the other you can choose to reveal something of yourself to the world.”
Precious and alluring, just like those who carry it, the Peekaboo embodies an image of FENDI’s timeless yet innovative spirit. The ‘unlocked bag’ has as many different personalities as the wearer who chooses it, showcasing the extraordinary versatility and eternal appeal of this iconic piece.
Peekaboo Personalities
Iconic characters the world over have chosen to carry the Peekaboo, traversing the spheres of art and fashion, industrial design, architecture and cinema, as well as both royal and diplomatic circles. Closed with its turnlock, the Peekaboo’s smooth, clean lines and unconventional classicism have lent its aesthetics to the elegant ambience of formal occasions, on the arm of strong characters from Meghan Markle on the streets of London to human rights lawyer Amal Clooney and Her Majesty Queen Rania of Jordan on official engagements around the world.
Worn open and with great panache, actors and singers too have embraced its myriad charms, opting for colourful styles and finishes both off-duty and on the red carpet. The Peekaboo counts Angelina Jolie, Adele Exarchopoulos, Danna Paola, Rihanna, Hailey Bieber, Ryoko Yonekura, Jennifer Lopez, Rita Ora, Reese Witherspoon, Lareina Song, Hye Kyo Song and Tang Yixin amongst its loyal fans. Since the introduction of the Peekaboo men’s styles in the Fall / Winter 2014-15 Collection, a youthful crop of athletes, actors and musicians alike have chosen the Peekaboo’s bold masculine shapes and rich colourways, including Gossip Girl star and pro skater Evan Mock, Netflix’s Elite star Manu Rios, 13 Reason’s Why star Brandon Flynn, Lucifer star Tom Ellis, and French football champion Karim Benzema.
Closer to home, the Peekaboo has become a matriarchal symbol of family for Silvia Venturini Fendi, uniting her and her daughters Delfina Delettrez Fendi and Leonetta Luciano Fendi through its heirloom quality as a perennial favourite. As seen in the #MeandMyPeekaboo campaign, for the Fendi women, the Peekaboo is a bag to be shared and passed down from generation to generation, enjoyed and swapped between them in a game of moods and personality traits to match their favourite bags.
The #MeandMyPeekaboo visual campaign debuted in 2018 on the occasion of the bag’s 10th anniversary and has continued to celebrate the irreplaceable bond between mothers and sisters, sons and daughters from across the globe. From social media stars to Hollywood cinema royalty, this series of intimate portfolios and video interviews began with the Fendi family and delves into the relationships of the likes of Catherine Zeta-Jones and Carys Zeta-Douglas, Kim Kardashian and Kris Jenner, Ami & Aya Suzuki, Sylvia Chang and Oscar Wang, and Chiara Ferragni with her sisters Valentin and Francesca Ferragni and her husband Fedez.
Marf Yau, Louise Wong, Fish Liew, Jeannie Ng, Nat Hsu, Terrance Lau and Yatho Wong are seen carrying the FENDI Peekaboo ISeeU and dressed in SS23 collection, interpreting the fun and charming Peekaboo handbags. With its playful name inspired by the children’s game, “peek-a-boo, I see you”, the Peekaboo is a study of opposites, where sleek minimalism meets the contrast of precious textures and colours, and the intimacy of a woman’s bag is questioned in a constant call-and-repeat of inside and out. The architectural lines and tender femininity of the Peekaboo has, over the years, been personified by a coterie of bold faces to celebrate its proud singularity.
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