With their 2024 Peekaboo bag ad, the renowned fashion label Fendi showcases ageless design and captivating generational style. Supermodel Kate Moss and her daughter Lila Moss are hired by the company to appear in the ads.

Honouring the heritage of the Peekaboo, which debuted in 2008, the designer purse company deftly blends traditional and modern design elements. Photographer Craig McDean's campaign highlights beauty via understated sophistication and simplicity.
Kate and Lila, positioned against a white background that highlights their striking familial resemblance, perfectly capture the essence of the Peekaboo's design—they are adaptable, subtle, and contemporary.

Melanie Ward dressed the mother-daughter team in neutral-colored turtleneck sweaters, fitted jackets, and midi skirts that mirrored the classic colours of the bag. The Peekaboo, designed by Silvia Venturini Fendi, is still primarily recognised for its trapezoidal form and unique twist lock.
The visual plot is advanced by a lively companion film, which has rock and roll influences and an upbeat quality. Under the creative supervision of Ronnie Cooke-Newhouse, luxury can command a calm presence and emanate energy, as suggested by the Fendi music selection, which contrasts with the visual tranquilly.