Hubert Burda Media


Breaking new ground in fashion while giving back to society, Fendi style


On May 2, Fendi's latest New Bond Street flagship opened with a philanthropic gesture that is highly relevant this Mother's Day.

The Fendi Peekaboo initiative brings together 10 oft-accoladed women to design one-off Peekaboo bags. An auction of these unique designs will be held to benefit the Kids Company charity.

“For most children, their mother's bag is a treasure trove...Fendi and our compassionate supporters have come together to create bags — the sale of which restore dignity to a humiliated child,” says Camila Batmanghelidjh, who founded the charity to provide practical, emotional and educational support for children.

The 10 — some of whom are mothers themselves — are all readily recognisable leaders in various fields: Zaha Hadid in architecture, Adele in music, Gwyneth Paltrow in the cinematic arts, to name a few.

Since the beginning of this month, eager bidders from all over the world have been able to duke it out in a month-long online auction for the chance to get their hands on one (or more) of these ultra-exclusive pieces.

In the meantime, the 10 unique Peekaboos will be sitting pretty in Fendi's glistening New Bond Street store.

Visit to bid for these specially designed Peekaboo bags.