Peekaboo: Fendi launches celebrity charity project to mark opening of London store

Luxury fashion label Fendi has collaborated with ten celebrities to promote its Peekaboo project – a charity initiative to raise funds for Kids Company, and celebrate the opening of its New Bond Street flagship store.

The Italian fashion house, which is helmed by Karl Lagerfeld, has gathered a veritable troop of stylish names and given them free reign over one of their most iconic pieces: the Peekaboo bag.

Singer Adele, actresses Gwyneth Paltrow and Naomie Harris, models Cara Delevingne, Jerry Hall and her daughter Georgia May Jagger, architect Zaha Hadid, fashion illustrator Tanya Ling, artist Tracey Emin and journalist Kate Adie have each designed their own Peekaboo handbag, creating unique examples of this product. 

“Growing up in a family of strong and pioneering females, I am excited that such iconic women, leaders in their own fields, have been involved in this project,” said Silvia Venturini Fendi, head of leather goods and granddaughter of the brand’s founders, Edoardo and Adele Fendi.

The personalised bags will be displayed in the new boutique and will be available for purchase via a dedicated online auction throughout May. The funds raised will be donated to the London-and Bristol-based Kids Company, an organisation providing practical, educational and emotional support to vulnerable inner-city children and young people.

With regular Peekaboo handbags carrying price tags as high as £3,720, each of these exclusive designs is expected to sell for more. Be prepared for a bidding war and remember it’s all for a good cause.

Rebekah Absalom

The online auction will be held from 1^st to 30^th May here.