Kim Kardashian, North, and Kris Jenner Star in Fendi's New Campaign
It's a family affair.


Perhaps you want to invest in a future family heirloom? Kim Kardashian West has a suggestion: the Fendi Peekaboo bag. Kim, her daughter North, and her mother, Kris Jenner, are featured in the fashion house's new campaign, #MeAndMyPeekaboo, celebrating the 10th anniversary of the iconic bag and highlighting the way the purse can be passed between mothers, daughters, and sisters.
"[The three women] star in candid and spontaneous shots, which instead of focusing on their public images, capture their most authentic and intimate personality,” Fendi reps said in a press release. The grainy film, Kim’s barely-there makeup, North’s perch on Kim’s lap, Kris’ soft gaze—it's beautifully intimate, a glimpse into both Kris and Kim’s identities as mothers. The tone of the photographs rings true to Fendi's intended message: The Peekaboo is a treasure created to be passed on to a daughter, after being worn and weathered by a mother.
Kim tweeted about the new project today, writing, "so major to be in a campaign with my mom and daughter," and quoting Creative Director of Accessories, Silvia Fendi, about why the reality stars were chosen: "they are all three of them very strong women, with strong personalities. It’s an iconic family."
“The idea was to expand the concept of family, as it’s part of our history, and we wanted other families of women. In the case of the Kardashians, they are all three of them very strong women, with strong personalities. It’s an iconic family" - Silvia Venturini FendiJuly 9, 2018
Fendi Campaign coming soon! So major to be in a campaign with my mom and daughter 💕 #FendiFamily #MeAndMyPeekabooJuly 9, 2018
The first phase of the #MeAndMyPeekaboo campaign (released in April) featured a series of short videos (opens in new tab) of Silvia Fendi and her two daughters, Delfina Delettrez and Leonetta Luciana Fendi, in which they praise each other and explain their relationships with the Peekaboo bag. The video opens with Leonetta and Delfina seated at a table, clad in Fendi clothing: “My mum is unstoppable,” Leonetta says.
The second phase, starring Kim, Kris, and North, has the same feminine, familial tone of the first. Starting on July 11, Fendi will begin releasing images and short videos of the trio on their social networks. And, despite the fact that we've already witnessed so much of these women's lives on television, the ads give viewers the sense that they're privy to intimate scenes of motherhood and family.
Each of the campaign's short videos will feature Kanye West’s 2008 song Love Lockdown as its soundtrack. Fendi says the videos "develop a narrative, highlighting the special, irreplaceable and strong bond between outstanding women.”
Here is the first campaign video starring Kris, Kim, and North:
RELATED STORY
Zoe is a contributing writer at MarieClaire.com; she covers celebrity and news. She loves sneakers and nicely organized bookshelves.
-
Princess Charlotte Doesn’t Look to Older Brother Prince George to “Take the Lead”
She “knows her own mind,” an expert says.
By Rachel Burchfield
-
Kate Middleton Wants Prince Harry to Come to the U.K. for Prince William’s 40th Birthday Party
“Birthdays are a time, as she’s pointed out, of celebration, families, and having loved ones around you.”
By Rachel Burchfield
-
Prince Harry and Meghan Markle Started Plotting Royal Exit Far Sooner Than We Thought
Discussions began just six months after their wedding, an expert says.
By Rachel Burchfield
-
The 32 Best Basket Bags for Summer 2022
The Jane Birkin-inspired silhouette has you covered for "French Girl Summer."
By Julia Marzovilla
-
25 Summer Hats That'll Instantly Transform You Into A Hat Person
Shield your face from the sun in style.
By Gabrielle Ulubay
-
The 13 Best Eyeglass Chains Out There
This isn't your grandmother's accessory.
By Julia Marzovilla
-
18 Luxury Mother's Day Gifts When She Deserves Something Really Special
These elevated finds speak for themselves.
By Sara Holzman
-
The 32 Best Pairs of Sunglasses for Summer 2022
Here's to sunny days.
By Julia Marzovilla
-
The 13 Sandals Brands We Can't Get Enough Of
Your go-to list for sandals you can rely on.
By Julia Marzovilla
-
The 10 Best Crossbody Bags to Wear With Everything
This versatile accessory is the key to our closets (and hearts).
By Sara Holzman
-
38 Fashion Trends From the '00s That Play on Slow Loop in Your Nightmares
Did someone say low-rise jeans?
By Julia Marzovilla