Project Piekaboo

Just like the Jimmy Choo and Manolo Blahnik, the Fendi bag gained worldwide fame through Carrie Bradshaw. “I’m homeless! I’ll be a bag lady! A Fendi bag lady, but a bag lady!”

The Peekaboo is, alongside the Baguette, a must-have with a capital H. Because Fendi is opening a new boutique on Bond Street in London, they came up with something fun.

Gwyneth, Cara, Jerry and Adèle

Sylvia Fendi asked ten British icons to design their own Peekaboo. The bag (named after the children's game peekaboo because the inside is always different from the outside and when you open it, something surprising peeks out) received ten different versions that are all truly drool-worthy, witty, and stylish.

You a bag, she a penny

The bags are for sale. That’s good news. You can bid online via www.fendi.com. The proceeds go to Kids Company. Why? For most children, their mother's bag is something that contains all sorts of nice things. A candy, a band-aid, the mobile phone they can play a game on. But there are also children who are traumatized or living in despair. This money goes to them.

In love with Adèle

I am in love with Adèle's bag. Although Gwyneth's is also too beautiful. Or should I go for Georgia May Jagger's? You know what’s fun? When you bid, the bag already feels a little like yours and Gwyneth, Jerry, Georgia May are really just a handshake away.