Italian brand, Fendi tapped three generations of Kardashians — Kris Jenner, Kim Kardashian and North West — to front the 10th-anniversary campaign for its staple Peekaboo bag, titled #MeandMyPeekaboo. This marks the second installment of its #MeandMyPeekaboo series; the first, which rolled out in April, starred Silvia Venturini Fendi, the house’s creative director of accessories and menswear, and her daughters Delfina Delettrez and Leonetta Luciana Fendi.
In addition to campaign imagery, the Kardashian trio will appear in a short film, set in Los Angeles, that will feature Kanye West’s “Love Lockdown” as a soundtrack. “The idea was to expand the concept of family, as it’s part of our history, and we wanted other families of women,” said Venturini Fendi to WWD. “In the case of the Kardashians, they are all three of them very strong women, with strong personalities. It’s an iconic family, who is known for its appearance, but we wanted to bring more of an intimate side to the table.”
All photos and videos from the #MeandMyPeekaboo campaign will be released on Fendi’s social channels on Wednesday, July 11.