Peek Into This Peekaboo!

Fendi releases a new campaign for Fall-Winter 2020-21 starring actress Zoey Deutch and her iconic Peekaboo bag, with its new accordion-shape frame and wide smile.

1 FENDI Peekaboo Campaign backstage image

Roman luxury maison Fendi has launched its first ever worldwide video and image campaign in honour of its iconic bag, the Peekaboo, featuring actress and producer Zoey Deutch (last seen on Netflix’s The Politician). The campaign highlights the emotional relationship between the Peekaboo and Zoey, celebrating her most authentic, intimate, true inner self.

2 FENDI Peekaboo Campaign backstage image

The story unfolds as Zoey on set is embracing her Peekaboo, revealing its inside while her own personality shines. Her inner soul appears, along with the inside of the Bag itself: the story follows her, cut into a short, chronological sequence that leads the viewer into the moment when she sits in the studio – ready to be photographed with her Fendi Peekaboo.

The soundtrack song I See You by The Horrors matches Zoey’s bold, eccentric, energetic personality, magnifying the magic relationship between her and the Peekaboo.

3 FENDI Peekaboo Campaign backstage image

Presented for the Fendi Fall/Winter 2020-21 Collection last February, the new Peekaboo features a new accordion-frame shape, to open in a deep ‘smile’ featuring inside pockets which can be interchangeable in smooth leather or precious skins and personalized with one’s initials.

The revamped Peekaboo by Fendi Another Peekaboo by Fendi

Since its creation for Spring/Summer 2009, Silvia Venturini Fendi has combined the maison’s savoir-faire and limitless creativity with the research for high-quality materials and details, giving life to infinite versions of the Peekaboo that – each one with its standout and distinctive features – all flawlessly embody the versatile and timeless aspect of this bag that has been and will continue to be elevated, reinterpreted, and declined season after season, collection after collection.

4 FENDI Peekaboo Campaign backstage image with Zoey Deutch

The campaign launched globally at the end of July in print issues and online, while the new Peekaboo bag has been in stores since late August.


Priya Kumari Rana

Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.

Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.

It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.

A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.

Priya Kumari Rana

Founder and Editor

Contact Us

Mail us @