Why you need to tune in to Fendi’s #MeAndMyPeekaboo campaign
It celebrates 10 years of the iconic 'peekaboo' bag
Fendi began as a family business and went on to transform the face of fashion and give the world classics such as the ‘baguette’ and ‘peekaboo’ bag — statement pieces that are timeless and serve as a reminder of what the label stands for. What sets apart Fendi is it’s idea of storytelling — something that is integral to the luxury fashion house. Keeping family at the heart of its campaign, Fendi launched the #MeandMyPeekaboo campaign, which celebrates 10 years of it’s iconic ‘peekaboo’ bag.
In its first wave, the campaign featured 10 iconic women, from the Kardashians to the Mc Gregor sisters, capturing their candid moments with the Fendi bag. The second wave of the campaign focusses on surprising families and stands witness to their unique bond. The campaign takes us to the Paris, where J-pop stars, identical twins Ami and Aya are shot hanging around, to Shanghai where renowned Taiwanese actress and movie director Sylvia Chang and her son Oscar Wang are filmed.
The last episode of the #MeAndMyPeekaboo Chapter 2 explores the relationship between Grace Pen, a business woman and renowned socialite, and daughter Jossilyn Pen, a model, visual artist and photographer, engulfed in the enchanting atmosphere of the Amanyangyun in Shanghai. The mother-daughter duo spend an intimate day bonding and basking in the architectural and ecological beauties of the unique place. The space hosts ancient trees and houses saved from demolition, which resulted in a 15-year conservation project to protect the heritage of the country and celebrating tradition through innovation, much like the soul of Fendi.