Fendi has always understood that style is personal. Its new digital campaign “Fendi For Yourself” proves it once again. Released globally on April 3rd, 2025, the campaign shines a spotlight on the brand’s two most recognizable designs – the structured Peekaboo and the adaptable Baguette bag.
Internet sensation Nara Smith stars in the campaign alongside global girl group Katseye, recently made famous by Netflix’s “Popstar Academy.” New Zealand-South African model Jordan Daniels rounds out the impressive cast, with each personality bringing their unique energy to the visuals. Smith is captured wearing the Peekaboo alongside model Jordan Daniels, who wears the Baguette, while the Katseye girls are a mix of the two.
“Fendi is an iconic brand, and I was so thrilled to be part of their icon bag campaign,” said Smith of her role in the project.
The campaign doesn’t ask viewers to choose between the bags, but instead celebrates how personal style shapes our choices. This approach particularly resonates with Katseye, who noted: “We are deeply grateful to be a part of a brand as iconic as Fendi. The essence of this campaign resonates with our own philosophy, reflecting the balance of contrasts that lies at the heart of our values. Just as we embrace duality in our music, this campaign mirrors that spirit – reminding us that we are not defined by a single identity, just as Fendi’s legacy celebrates the power of contrast. It is an honor to align with a brand that stands for strength, especially the strength of women.”
The genius of “Fendi For Yourself” lies in the positioning of these two legendary accessories. The Peekaboo represents precision and structure – designed for women who appreciate thoughtful design without sacrificing function. Its defined shape and deliberate structure have made it a fixture in the Fendi line-up over the years.
Meanwhile, the Baguette brings something completely different to the table. Fendi calls it “the ultimate IT bag.” Since its introduction in 1997, this bag has been transformed countless times, adapting with new colors, patterns and finishes. With millions of variations, the Baguette responds to youth, experimentation and individuality.
Throughout the campaign’s imagery, viewers are subtly invited to reflect: Are you more baguette or more peekaboo? Do you prefer structure or embrace change? The brand makes it clear that there’s no wrong answer – just a personal one.
