FENDI, a luxury brand based in Rome, Italy, is celebrating the house's iconic Peekaboo bag, designed in 2008 by Silvia Venturini Fendi, Artistic Director of Accessories and Menswear, by releasing a new #FendiPeekaboo video starring Song Hye Kyo Song, a top actress and brand ambassador in South Korea.

The video shines a spotlight on Song Hye-kyo's bond with the iconic bag, capturing a glimpse into her private moments and free-spirited side as she spends a day with her Peekaboo IseeU.


The story begins with Song Hye-kyo relaxing in a cafe with her Peekaboo IseeU beside her. Basking in the warm sunlight with a coffee in hand, she strolls carefree down the street, immersed in some solitude, free from the pressures of her busy schedule.

The Peekaboo I See You bag accompanies Song Hye-kyo throughout the video, conveying not only Fendi's DNA of creativity and craftsmanship, but also a message of inner beauty. The video's background music, Palm City's "Good Life," evokes a sense of freedom and relaxation, reflecting the pure, natural, yet modern look of new Artistic Director Kim Jones's Fall/Winter 2021-22 ready-to-wear collection, which is his first.


Song Hye-kyo said: "On behalf of Fendi, I am grateful to have had the opportunity to participate in this project. I generally prefer simple and classic styles, so the Peekaboo always suits me perfectly. I believe the Peekaboo is the brand's iconic bag because of the classicism that is rooted in craftsmanship. It is a very witty bag that reveals something special and unexpected when you open the bag."

The Peekaboo I see U becomes more and more appealing with new details and sophisticated designs each season. Featuring an accordion-frame shape, a smile reveals a removable inner pocket that can be personalized with your own initials.

The new #FendiPeekaboo video, featuring a special appearance by Song Hye-kyo, will be released worldwide in early October 2021.

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