FENDI has announced the "Fendi Peekaboo Project" charity project in conjunction with the opening of its new flagship store on London's New Bond Street on May 1st.

For this project, celebrities, including leading British actresses and models, will create their own original "Peekaboo" bags. The bags will go on sale on a dedicated online auction site launched on the same day, and will be on display in the new flagship store from the following day, the 2nd. The auction will run until the 30th, with all proceeds being donated to the charity organization "Kids Company."

The 10 celebrities participating are artist Tracey Emin, singer Adele, actresses Gwyneth Paltrow and Naomie Harris, models Cara Delevingne and Jerry Hall, Jerry Hall's daughter Georgia-May Jagger, architect Zaha Hadid, fashion illustrator Tanya Ling, and journalist Kate Adie.

The Peekaboo is Fendi's iconic bag, launched in 2009. Kids Company is a volunteer organization in London and Bristol, UK, that supports the lives and education of children in slums. Camila Batmanghelidjh, founder of Kids Company, commented on the project, "For many children, a mother's bag is filled with joyful things that bring them happiness, but for others who have experienced trauma, it can be a source of fear and despair. The proceeds from this project will be used to help restore dignity to children who have been forced into such miserable experiences."

The new London store is located in a 19th-century building with a Flemish-style brick and terracotta facade. It spans three floors. The interior features Roman-inspired travertine stone, carpets designed by American artist Hayes Robinson, an artwork called "A Million Times 72" by design house Humans Since 1982, a "Baguette Wall" with 30,000 bronze nails, and a chandelier made of 5,600 Venetian glass pieces.