It’s hard to believe that Fendi’s Peekaboo has never had its own dedicated campaign, considering the bag’s status as an icon of the Italian house, spotted on everyone from Rihanna and Celine Dion to Hailey Bieber and Chloë Grace Moretz. But, as they say, it’s better late than never, and almost exactly 12 years after its premiere at Milan Fashion Week Spring 2009, this evergreen It bag is now the headliner of a new global campaign, appearing alongside The Politician actress Zoey Deutch.
Celebrating the playful yet powerful femininity shared by the classic satchel and the rising Hollywood star, the visuals unfold as Deutch roams around her hometown of Los Angeles on a not-so-average day, clad in head-to-toe Fendi (an LBD and an oversized, belted cardigan) and accompanied by her faithful Peekaboo. Specifically, the handbag’s latest iteration, the ISeeU, introduced for Fall/Winter 2020 (fittingly, the video’s soundtrack is ‘I See You’ by The Horrors).
Revamped with a more structural silhouette, the Peekaboo ISeeU features an accordion-esque shape that opens up into what the label calls a “deep smile”, revealing an inner pocket in a contrasting hue of lambskin or python leather, which is not only detachable and interchangeable, but can also be hot stamped with your personal initials. As winsomely offbeat as Deutch herself, the ISeeU arrives this season in black, beige and white, with a choice of eight different shades for the interior.
A fervent fan of the heritage brand — she chose a Fendi couture jumpsuit for the 2020 Golden Globe Awards — Deutch was clearly delighted to be a part of the new project. “It was one of my favourite shooting days ever,” the actress said in a statement. “There was a lot to get done in a short time but everyone was in such a great mood. Good people, great energy, and amazing bags… what could be better?”