FENDI has unveiled a new campaign for My Peekaboo, the latest expression of the House’s iconic Peekaboo bag, starring Monica Bellucci, with separate films starring Valeria Golino, FENDI Spokesperson Tang Yan and Yara Shahidi.
Monica Bellucci
Captured in Rome by photographer Laura Sciacovelli, the campaign takes place behind the scenes of a film set, highlighting FENDI’s longstanding relationship with Italian cinema. In each video, the four women are shown in intimate backstage moments, moving between acting and everyday life, with each carrying a My Peekaboo bag personalised with her initials.
Tang Yan
The campaign explores the moments between performance and reality, presenting each woman’s individual backstage rituals alongside the bag. The setting reflects the House’s deep-rooted connection to cinema in Italy, while the cast brings their own interpretation to the campaign through scenes set away from the camera.
Yara Shahidi
Designed by Maria Grazia Chiuri for FENDI’s Autumn/Winter 2026-27 collection, My Peekaboo revisits the original silhouette of the House’s signature bag. For her first collection for FENDI, Chiuri reintroduces the Peekaboo’s unmistakable signature opening, while retaining the timeless design that has established the style as a FENDI icon.
Each My Peekaboo bag featured in the campaign can be personalised with the wearer’s initials, and the customisation service is now available in FENDI boutiques and on the House’s website.
