The campaigns feature Fendi brand ambassador Song Yuqi, Aziza Smith, Jordan Daniels, and girl group Katseye.
Fendi pushes creative boundaries with the launch of a new video campaign spotlighting the Peekaboo ISeeU Petite handbag. Fronted by brand ambassador Song Yuqi, the film highlights her multifaceted artistry—as a musician, dancer, and fashion icon—embodying the spirit of individuality and self-expression that defines the Fendi woman.
From composing an original track to delivering powerful visual choreography, this collaboration reinvigorates Fendi’s century-old DNA with youthful verve, creating a compelling dialogue between heritage and contemporary energy.
Set to electrifying beats, the video opens with the sage green Peekaboo ISeeU Petite bursting onto the screen in a heartbeat-inspired visual effect. Synchronized with the driving rhythm of Song’s original single Fendi, the campaign delivers a bold audiovisual impact. Dressed in a light blue striped shirt, relaxed denim, and Fendi Match sneakers, Song embodies the lyric “Fendi on her bag” through explosive choreography.
The Peekaboo ISeeU handbag seamlessly follows her movements, each transition syncing flawlessly with the music’s crescendos to create a captivating visual rhythm. This blend of Fendi’s leather artistry and contemporary pop culture exemplifies the house’s mastery of harmonizing tradition and modernity.
The second campaign, Fendi for Yourself, brings to life the dynamic relationship between Fendi’s two icons: the Baguette and the Peekaboo. It contrasts these two bags while capturing the fashion rivalry between the women who wear them, emphasizing individuality and personal style—with both the Baguette and the Peekaboo taking center stage.
Showcasing the next generation of cultural icons, internet sensation Nara Aziza Smith and model Jordan Daniels join forces with global girl group Katseye (from Netflix’s Popstar Academy) to embody the distinct attitudes of Fendi’s signature bags.
The Peekaboo reflects Fendi’s commitment to craftsmanship, seamlessly blending sophistication and versatility. Designed for the empowered woman, this heirloom bag symbolizes iconic status, unmatched artistry, and timeless elegance.
Since its debut in 1997, the Baguette has been a cultural phenomenon—beloved for its playful spirit and ever-evolving creativity. An essential for independent women, this iconic bag is defined by its countless interpretations, bold aesthetic, and youthful energy.
Introduced in Fendi’s Fall/Winter 2020–2021 collection, the Peekaboo ISeeU redefined handbag design with its precise proportions and elevated details, showcasing the house’s creative vision and technical mastery. Rooted in Fendi’s leatherworking legacy, the Selleria technique epitomizes timeless craftsmanship. As the brand marks its centennial in 2025, this artisanal method will continue to evolve within iconic silhouettes like the Peekaboo ISeeU—bridging classic elegance with modern allure to carry the house’s legacy forward.
Fendi stores are located at The Shoppes at Solaire in MOA and Greenbelt 3 in Makati.
