Kate Moss and her daughter Lila are the stars of the Fendi Peekaboo campaign

Supermodel Kate Moss leads the new Fendi campaign for the Peekaboo bag.

Since its debut in 2008, the Peekaboo bag has been the embodiment of a fusion of Roman craftsmanship and the essence of Fendi femininity. Created by Silvia Venturini Fendi and introduced at the Spring/Summer 2009 women's show, the Peekaboo bag emerged as a response and design born from the desire to redefine modern accessories amid the fading "it-bag" era.

"I really wanted to create a bag that could only be made by a genuine leather goods manufacturer like Fendi," explains Silvia Venturini Fendi.

Inspired by the children's game "peek-a-boo, I see you," the iconic Fendi bag embodies a study of contrasts, where elegant minimalism meets precious textures and colors.

In the new advertising campaign, alongside the legendary model, her daughter, the promising young model Lila Grace Moss, also appears. Speaking of the choice to feature mother and daughter in the new campaign, the fashion house stated in the notes accompanying the announcement that "the emotional and strong family bond that the Peekaboo bag embodies is perfectly personified by Kate and Lila Grace Moss."

The campaign is another demonstration of their touching relationship, following their first appearance on the runway for the debut Couture collection that represented families, both real and chosen, in an intergenerational gathering of legendary women reflecting the matriarchal strength that has long defined the Fendi name.

The campaign was photographed by Craig McDean, while the longtime creative designer and member of the Fendi family, Silvia Venturini Fendi, commented, "The wearer of Peekaboo is a multifaceted person... they have hidden talents, choosing what to reveal about themselves and when."

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