Fendi launches its new digital campaign, “Fendi For Yourself,” focusing on two of its most recognized designs: the Baguette and the Peekaboo. The campaign draws attention to the relationship between these two distinct icons by placing them in conversation with each other and with the women who choose them. Rather than take a singular stance, the brand leans into contrast, style versus structure, playfulness versus poise, and allows both bags to lead with their own energy.
The campaign features a diverse cast that includes internet personality Nara Aziza Smith, model Jordan Daniels, and the global girl group KATSEYE, formed through Netflix’s Popstar Academy. Together, they bring different interpretations of confidence and presence to the screen. Their involvement reflects Fendi’s approach: personal style shapes everything, and no icon stands alone.
Fendi positions the Baguette and the Peekaboo as two poles of identity. The Peekaboo channels precision and structure. Fendi built it for women who value both design and function without compromise. Its shape stays defined, its structure intentional. Over time, the Peekaboo has become a recurring figure in the house’s output, steady, composed, and versatile. The brand presents it not just as a bag, but as a fixture in the lives of women who know exactly how they want to move.
The Baguette, first introduced in 1997, brings a different rhythm. Its form changes with each season, always ready to shift with new colors, patterns, and finishes. Fendi calls it “the ultimate IT-bag” for a reason. With millions of variations, the Baguette doesn’t follow one direction. Instead, it moves through time by responding to youth, experimentation, and individual character. It works for those who don’t want to pick a lane.
By placing the Peekaboo and the Baguette side by side, “Fendi For Yourself” encourages its audience to consider their own sense of style, and perhaps to see both choices as equally valid. In the campaign video, each personality aligns with a specific energy. Nara Aziza Smith brings her signature edge to the visuals, while KATSEYE uses the moment to reflect their group dynamic. “This campaign mirrors our philosophy,” KATSEYE states. “Just as we embrace duality in our music, Fendi celebrates the strength of contrast. We’re not defined by one identity.”
That idea carries through every image and scene. Fendi doesn’t ask its audience to choose between one icon and the other. Instead, it opens the conversation. Are you more Baguette? Or more Peekaboo? Do you lean into structure, or do you shift with movement? There’s no wrong answer, just a personal one.
The campaign launches globally across digital platforms and on fendi.com on April 3, 2025. KATSEYE’s exclusive content from the project drops later that week, on April 7, through Instagram. Both dates mark key moments in the brand’s ongoing strategy to pair cultural reach with core design codes. With “Fendi For Yourself,” the house creates space for reflection and self-expression, using two longstanding designs to ask a simple question: which one feels more like you today?
