FENDI continues to demonstrate its innovative spirit with the release of a stunning promotional video for the Peekaboo ISeeU bag. Featuring brand ambassador Song Yuqi, the campaign showcases her multifaceted talents as a musician, dancer and fashion icon.
From composing an exclusive track to choreographing powerful dance numbers, this collaboration breathes a youthful new life into FENDI’s century-old DNA, creating a compelling dialogue between heritage and contemporary energy.
The video opens with energetic trap beats, with the sage green Peekaboo ISeeU Petite bag suddenly appearing on screen in a heartbeat-inspired visual effect. Perfectly synchronized with the powerful beats of Song Yuqi’s self-composed single “FENDI”, the campaign delivers a bold audio-visual effect. Dressed in a light blue striped shirt, comfortable denim pants and FENDI Match sneakers, Song Yuqi fully expresses the lyrics of “FENDI on her bag” through explosive dance moves. The Peekaboo ISeeU bag flows with her every move, each change perfectly in sync with the climax of the music, creating a mesmerizing visual rhythm. The combination of FENDI’s leather craftsmanship and contemporary pop culture demonstrates the house’s mastery of harmonizing tradition and modernity.
Launched in FENDI’s Fall/Winter 2020-21 collection, the Peekaboo ISeeU redefines the handbag aesthetic with its perfect proportions, celebrating FENDI’s unparalleled craftsmanship and creativity. Rooted in FENDI’s long-standing leather-crafting heritage, the Selleria technique embodies the House’s timeless craftsmanship. As FENDI celebrates its centenary in 2025, the technique will blend seamlessly into iconic designs like the Peekaboo ISeeU, combining classic lines with modern charm to continue the House’s enduring legacy.