Luxury house FENDI brings together actresses Monica Bellucci, Valeria Golino, Tang Yan and Yara Shahidi for its Fal Winter 2026–27 My Peekaboo campaign. Photographer Laura Sciacovelli captures the project in Rome, where FENDI continues its long-standing relationship with cinema through a cast of actresses whose careers connect directly to film and storytelling.
FALL WINTER 2026.27
The campaign introduces My Peekaboo, a new expression of the House’s iconic Peekaboo bag. Sciacovelli photographs the cast behind the scenes of a film set, creating a visual narrative that references FENDI’s connection to Italian cinema. The imagery focuses on moments that take place between scenes, offering a glimpse into the personal routines and experiences of the campaign’s protagonists.
Each actress appears with her own My Peekaboo bag, customized with her initials through FENDI’s personalization service. The campaign presents the bag as a companion for daily life, whether on set or away from the camera. Through these individual details, FENDI places attention on personal expression while maintaining the identity of one of the House’s most recognizable accessories.
For Fall Winter 2026/27 season, Maria Grazia Chiuri revisits the Peekaboo’s original silhouette. In her first collection for FENDI, she restores the bag’s signature opening and revisits elements that shaped its identity from the beginning. The updated design maintains the features that established the Peekaboo as a key part of the House’s accessories offering.
FENDI launched the My Peekaboo personalization service in boutiques and on the House’s website on September 3. The service allows clients to customize the bag with their initials, reflecting the personalized versions featured throughout the campaign.
The campaign arrives several months after Maria Grazia Chiuri presented her first collection for FENDI during Milan Fashion Week in February. She introduced Fall Winter 2026/27 under the name Less I, more us, connecting her approach to the history of the House and the legacy of the five Fendi sisters. Shared ideas, exchanges and relationships define that approach, with Chiuri placing cooperation and mutual understanding within her view of the fashion system.
Her debut collection also returns attention to the body and its impulses. Chiuri directs the wardrobe toward physical presence and desire, allowing clothes to respond to sensation and touch. Garments act as extensions of lived experience and maintain connections with emotion and memory. She brings clothing into the context of everyday life, where garments accompany personal and emotional realities.
Within that first collection, My Peekaboo gives Chiuri a direct way to work with an established FENDI icon while introducing her own interpretation of its design. The original silhouette and signature opening remain recognizable, while personalization gives the bag a direct connection to the person carrying it.
