As part of the new celebration of the iconic Peekaboo bag, Fendi has created a short film with acclaimed director and longtime friend of the house, Luca Guadagnin, that simultaneously explores the irreverent imagination and strong femininity of the brand.
“I feel like I’m part of Fendi,” says Guadagnino. “I am very close with Fendi; certainly as a brand, but most importantly, as a friend of the people who are the pillars of the company. I feel a very deep connection with the brand. My mother wore Fendi in the 70s and 80s, so Fendi’s logo, the type, quality and design of its materials has always been a part of my imagination.”
Depicting Adwoa Aboah as a fashionable incarnation of the superwoman, flying over the roofs of Rome before she decisively reaches the steps of Fendi’s Palazzo della Civiltà Italiana, the film is imbued with the witty character of the house. This reflects the side of the brand that openly advocates for the empowered autonomy of women who wear it.
Guadagnino continues, “Since Fendi’s DNA is Rome, of course we talked about Rome, but our topic is to be above Rome instead of being in Rome.”
Since its inception in 2008, the Peekaboo has been the hallmark of exceptional Roman craftsmanship paired with Fendi’s innate sense of humor. Its architectural form hides a soft, supple interior revealed by the bag’s meticulously designed structure: “peek-a-boo, I see you.” “One’s bag is full of secrets, and so the idea of the Peekaboo is a bag that can be worn open,” explains Silvia Venturini Fendi. “I think carrying a Peekaboo says something about a very strong, powerful and empowered person who isn’t afraid to hide. It has two compartments, one where you can keep it close and closed to you, and the other where you can choose to show the world something of yourself.”
This character is fully embodied by Adwoa Aboah, both on and off the screen. Model, actress, and defender, an example of the Fendi woman… Supernaturally charged with the power of the Peekaboo, the movie lives a dreamlike fantasy and determines her own destiny by gliding and jumping over the roofs of Rome with free ease before landing on Earth.
“The Fendi woman has been empowered: she she’s a self-made one,” says Kim Jones. Here, this sentiment at the very heart of the brand is celebrated again.