Fendi has released a new ad campaign for the 10th anniversary of their iconic peekaboo bag called #meandmyPeekaboo. The campaign centres on "10 iconic women" and the ties between female generations (in relation to Fendi bags of course), while "the music of Kanye West guides the narration and, one episode after another, in a crescendo of emotions, Fendi reveals the deep, intimate and familiar bond between the protagonists." A nice shoutout to Mr West, whose career in fashion proper began with an internship at Fendi with his pal Virgil Abloh back in 2009.

The video is being released in multiple chapters, beginning with one that centres on the Fendi family, "Silvia Venturini Fendi and her daughters Delfina Delettrez Fendi and Leonetta Luciano Fendi." The most recent release, chapter 2, stars three generations of perhaps the most famous family on earth: Kris Jenner, Kim Kardashian West and North West. In the video, the trio stroll through a scraggly field and then beside a pool, clad head-to-toe in Fendi (Kim and Kris wear the peekaboo bag, while North does not). The short ad is set to Kanye's "Love Lockdown," from the classic, career-changing album 808's And Heartbreak. 

Apparently the choice of the Kardashians is not just based on their fame. Women's Wear Daily quotes Fendi's CEO, Serge Brunschwig, as saying that "we wanted to show the most genuine and authentic aspect that is behind the people we collaborate with, and the complicity between the women of the family," adding that  “We have chosen to collaborate with family-related members that have been relevant in general, as well as known as a family, from the more controversial ones, who more and more express a courageous point of view and they have a vision, to more unexpected and unexplored ones. You know that at Fendi we love to dare and surprise.”