South East Asia and Oceania


FENDI Peekaboo featuring Song Hye Kyo

October 26, 2021

FENDI launches a #FendiPeekaboo video starring Korean leading actress and FENDI brand ambassador in Korea Hye Kyo Song, in celebration of the Maison's iconic Peekaboo bag designed by Silvia Venturini Fendi, Artistic Director of Accessories and Menswear, in 2008.






The video, produced in collaboration with Elle Korea, highlights the bond between the iconic bag and Hye Kyo Song, offering a glimpse of Hye Kyo Song's private moment in a day, accompanied by the FENDI Peekaboo ISeeU bag, and capturing her true, free-spirited inner self.


The video begins with Hye Kyo Song enjoying a leisurely time at a cafe with the Peekaboo ISeeU bag by her side. Song walks freely down the street with her coffee under the warm daylight, winding down from her usual busy schedule, immersing into a moment on her own. 


Alongside with her throughout the video is the FENDI Peekaboo ISeeU bag, which conveys FENDI values of creativity and craftsmanship, as well as the message of the hidden beauty within.






The background music, Good Life by Palm City, evokes a sense of freedom and relaxation which reflects Hye Kyo Song’s genuine and natural yet modern looks from the FENDI Women’s Fall/Winter 2021-22 Collection - the first ready-to-wear collection by Kim Jones, Artistic Director of Couture and Womenswear.


“I feel thankful to be a part of this Peekaboo project representing FENDI. I usually enjoy simple and classic styles for my daily looks, and Peekaboo is always the perfect match! I think FENDI’s classicism based on the craftsmanship plays a crucial role in making Peekaboo as the brand's iconic bag. When the bag opens, there's something unexpectedly special about the inside. It’s a bag with wit!” said Hye Kyo Song about the FENDI Peekaboo bag.




Presented for the first time in the FENDI Fall/Winter 2020-21 Collection and enriched with new details and sophisticated designs season after season, the iconic Peekaboo ISeeU features an accordion-frame shape, to open in a deep ‘smile’ featuring inside pockets which can be interchangeable in smooth leather or precious skins and personalised with one’s initials. 


The #FendiPeekaboo video featuring Hye Kyo Song is set to launch globally from early October 2021.






Video Director & Photographer: Jung Wook Mok

Project Director: Ho Kwang Bang

Stylist: Hyun Kyoung Kim

Hair: Il Jung Lee

Make-up: Eun Jeong Jo

Set Stylist: Min Kyu Jeon






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