Is This New Must-Have Designer Handbag Of 2025?
Following a year that was marked by countless creative director changes, shake-ups at luxury houses, and closures of much-loved retailers and brands, it feels particularly important to celebrate the joyful moments and success stories of the fashion industry as we enter 2025 – and thanks to Fendi, the new year is off to a strong start.
Founded in Rome by designers Edoardo Fendi and Adele Casagrande in 1925, the Italian brand is celebrating its centenary this year, joining the ranks of the oldest, still-in-operation luxury fashion houses in the world. It's no mean feat considering the ever-evolving, incredibly high-paced, oftentimes cut-throat landscape of today's industry – and a testament to the brand's impeccable craftsmanship, constant creative innovation and enduring aesthetic appeal. Not to mention, its knack for designing cult-worthy bags.
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It feels fitting, then, that Fendi kicks off its centenary year with a major new product launch and campaign that artfully embody both past and future. Introducing, the must-have handbag of 2025 and beyond: the Peekaboo Soft Small.
Unveiled on the SS25 runway, Fendi's Peekaboo Soft Small is the latest iteration of the house's iconic Peekaboo silhouette, that dates back to 2009 and has been worn by the likes of Amal Clooney, Meghan Markle, Rihanna and Hailey Bieber over the years.
It features the same soft construction, lightweight design, luxurious calf leather and instantly recognisable trapezium silhouette as the original, but in a smaller size and with a new adjustable cross-body strap for extra versatility.
'The Peekaboo Soft Small bag has perfect proportions,' explains Silvia Venturini Fendi, the brains behind the brand's cult accessories. 'It's like a Baguette bag, you can fit a lot in it, everything you need. They stretch, move, expand and contract depending on what you put inside. That's the secret: soft small bags are never really small, they're fake small.
'I like the idea that this bag shows off its interior even more. The leather is soft and it's like it's smiling when you open it... It's more accessible, more revealing of what's inside, like an identity card for the person wearing it.'
The Peekaboo Soft Small is shown in all its versatile glory in a new campaign video, shot by film director Emir Eralp in Fendi's home city of Rome, to the synth-pop sounds of Little Dragon's Yukimi Nagano. The matcha green colourway has jumped straight to the top of our new year wish-lists, while the limited-edition black fringed style looks poised to become an instant classic. Just make sure that whichever you choose, it's adorned with joy-sparking bag charms aplenty.
The Fendi Peekaboo Soft Small bag is available to shop in selected stores and online now.
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