Soon, Fendi will be back in London! And to mark the inauguration of its new boutique in London on May 1st, the brand has launched a charity project. Fendi has roped in high-profile women including Tracey Emin, Gwyneth Paltrow,Naomie Harris, Cara Delevingne, Jerry Hall, Georgia May Jagger, Zaha Hadid, Tanya Ling, Adele and Kate Adie to design customized versions of Fendi’s iconic Peekaboo handbag.
Fendi has teamed up with these ten women for the Peekaboo project which is essentially a fashion-driven charity initiative to raise funds for Kids Company. WWD reports that these unique bespoke bags will be put up on display at Fendi’s new boutique on New Bond Street from May 2. Categorized as collector pieces, the designed-for-a-cause Peekaboo handbags will also go under the hammer from May 1 to May 30 at fendi.com/peekaboo-auction. It has also been reported that two of each designs will be made, of which one will be retained by the celebrity designer. The other edition will be sold at the charity auction in partnership with Sotheby’s.
Launched in 2009, Fendi’s iconic Peekaboo bag epitomizes the brand’s tradition of combining luxe materials in unexpected, edgy ways thanks to the expertise of skilled artisans. The essence of dualism, the Peekaboo reveals an intimate side that plays with contrasting materials and hues. The Peekaboo is also available in the Made To Order room at the New Bond Street store where customers can customize their very own handbag.
Silvia Venturini Fendi quoted, “Growing up in a family of strong and pioneering females, I am excited that such iconic women, leaders in their own fields, have been involved in this project, on this iconic Fendi bag. This project will not only allow Fendi to work with these incredible women, but also to raise valuable funds for Kids Company and help support their important work.”
We are awaiting images of Fendi’s new London flagship. Till then take a look at the beautiful images of the swanky interior of Fendi’s Paris flagship store at 51, Avenue Montaigne and the Fendi Boutique in Via Montenapoleone, Milan