Fendi Celebrates 100 Years With New “Peekaboo Soft Small” Bag

Founded in Rome in 1925 by Edoardo Fendi and Adele Casagrande, this house is one of the oldest luxury fashion houses in the world still active. In a time of fast-pacedlife, Fendi remains consistent with craftsmanship and creative innovation. Some of their iconic bags, like the Peekaboo, are based on this successful recipe.

What could be more appropriate than to mark the 100th anniversary of the house of 
Fendi with a new version of the iconic Peekaboo bag: ” Peekaboo Soft Small ” was presented for the first time on the runway of the Spring/Summer 2025 collection. Now this classic has come to life in a new promotional video, directed by Emir Eralp in Fendi’s native Rome, with the synth-pop sounds of the song “Little Dragon” performed by Yukimi Nagano.

There are few bags that manage to stand the test of time. However, the top-handle trapezoidal Fendi Peekaboo has become iconic since its debut in 2009. What makes it special is not only the finest leather it’s made of, but also the fact that the bag looks even better when the clasp is left open. After all, who has time to constantly close a bag? 
Silvia Venturini Fendi probably had the same attitude when designing it, opting for a practical design that seems to invite you to smile. The name of the bag is inspired by the children’s game “Peekaboo, I see you”. Originally, the bag was to be called “Hide and Hide”, but Silvia Venturini Fendi felt that Peekaboo was a better fit.

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