FENDI unveils its bold new campaign, ‘FENDI FOR YOURSELF,’ spotlighting two of the fashion house’s most iconic bags: the Baguette and the Peekaboo.
By Fashion Editorial Staff
The new captivating campaign delves into the timeless rivalry between these signature pieces, capturing their distinct personalities and posing the ultimate question: Are you more Baguette? Or more Peekaboo?
The Peekaboo, hailed as a "Symbol of Timeless Sophistication" and FENDI’s "#1 Icon," blends sophistication with versatility, making it the ultimate symbol of empowerment for the modern woman. With its understated elegance and artisanal perfection, the Peekaboo has become a coveted heirloom piece, revered for its enduring style.
In contrast, the Baguette has left an indelible mark on popular culture since its debut in 1997. Known as "The Ultimate #1 IT-Bag," the Baguette is celebrated for its playful spirit and ever-evolving creativity. With countless variations over the years, it represents a bold, youthful energy that resonates with independent women who crave self-expression and adventure.
The New Generation of Cultural Icons
The ‘FENDI FOR YOURSELF’ campaign features a dynamic lineup of talent that embodies the next generation of cultural icons. Nara Smith, a digital sensation with over 14 million followers across TikTok and Instagram, joins model Jordan Daniels and global girl group KATSEYE. Known from Netflix’s Popstar Academy, KATSEYE brings vibrant energy and diverse talents that perfectly reflect the distinct identities of FENDI’s iconic bags.
"FENDI is an iconic brand, and I was so thrilled to be part of their icon bag campaign," says Nara Smith.
KATSEYE, the six-member global girl group formed through Netflix’s Popstar Academy, adds: "We are deeply grateful to be a part of a brand as iconic as FENDI. The essence of this campaign resonates with our own philosophy, reflecting the balance of contrasts that lies at the heart of our values... It is an honor to align with a brand that stands for strength, especially the strength of women."
Summer 2025 Collection
In conjunction with the campaign, FENDI unveils its Summer 2025 collection, drawing inspiration from Karl Lagerfeld’s groundbreaking 1978 Ready-to-Wear show, immortalized in the pioneering fashion film Histoire d'Eau. The collection evokes the warmth of a Roman summer, with a palette of coral red, sandy terracotta, seafoam, and ocean blue, capturing the essence of the Italian seaside. Sculptural forms and embroidered red coral motifs adorn both garments and accessories, epitomizing effortless elegance.
The Baguette and Peekaboo bags, alongside new pieces like the Summer Tote and By The Way, have been reimagined with intricate craftsmanship and a vibrant, coastal aesthetic. The result is a perfect fusion of nonchalant glamour and timeless luxury.
Accessories Collection
The accessories collection extends beyond handbags, introducing footwear such as the FENDI Fling thong sandal, a modern take on the iconic ‘F’ strap. Updated versions of the FENDI Colibri pumps and flatform wedges, adorned with Sea Garden embroideries, bandana prints, and raffia mesh, offer a playful nod to the season’s carefree elegance. For men, the collection features FF-buckled suede sandals and Selleria-stitched grain leather slides, ideal for a relaxed, holiday mood.
FENDI Charms make a return, adding a whimsical touch to the bags with seaside-inspired pieces such as origami fish, cotton bandanas, and plush jellyfish designs. Handmade raffia and denim hats with oversized brims complete the collection’s breezy allure.
Availability
The ‘FENDI FOR YOURSELF’ campaign launched globally across digital platforms and Fendi.com on Thursday, April 3rd, 2025. The Summer 2025 collection will be available in FENDI boutiques worldwide starting May 1st, with early arrivals from the Raffia collection available from April 3rd, 2025.
Fashion enthusiasts are invited to join the conversation and discover their own icon using hashtags #FendiBaguette and #FendiPeekaboo.