MILAN — The Kardashians are keeping up with Fendi. The Rome-based luxury company is launching the second chapter of its #MeandMyPeekaboo campaign, with images and a video of Kris Jenner, her daughter Kim Kardashian and her granddaughter North West. To complete the family circle, music is care of son-in-law Kanye West — each short film features the artist’s “Love Lockdown” as a soundtrack. “We wanted to show the most genuine and authentic aspect that is behind the people we collaborate with, and the complicity between the women of the family,” said chief executive officer Serge Brunschwig. “We have chosen to collaborate with family-related members that have been relevant in general, as well as known as a family, from the more controversial ones, who more and more express a courageous point of view and they have a vision, to more unexpected and unexplored ones. You know that at Fendi we love to dare and surprise.” The images will be released on Fendi’s social networks starting July 11. To mark the 10th anniversary of the brand’s staple Peekaboo bags, the company in April launched the #MeandMyPeekaboo campaign with a video and images fronted by Silvia Venturini Fendi, its creative director for accessories, men’s wear and kids’ wear, and her daughters Delfina Delettrez Fendi and Leonetta Luciano Fendi. The video hinged on the relationship that Venturini Fendi and her daughters have with the Peekaboo bag, and with one another. “The idea was to expand the concept of family, as it’s part of our history, and we wanted other families of women,” said Venturini Fendi. “In the case of the Kardashians, they are all three of them very strong women, with strong personalities. It’s an iconic family, who is known for its appearance, but we wanted to bring more of an intimate side to the table.” The designer emphasized her friendship with Kanye West since his internship at Fendi, and who is “present with his music; there is a link between the family and the collaboration with us.” Venturini Fendi said the Kardashians “well represent the concept I wanted to express. They are less controlled here; you can see they let loose, with emotions surfacing. You can tell by the way they look at one another, it’s clearly intimate.” She explained that the communication concept stemmed from “simply observing” her family and in the unique quality of the Peekaboo. “The bag passes the test of time — my daughters like it and my granddaughter asked me to hold one for her. It’s beyond fashion. I like things when they become timeless.” After the initial images with Venturini Fendi and her daughters Delfina and Leonetta, the company “wanted to explore the family relationships among women from different countries and different from one another, also to show how such values are universal,” said Brunschwig. “The concept of family could include many different aspects and we wanted to explore all of them, finding the most intimate and private side as the Peekaboo bag is also about the very special relationship between the bag and the woman carrying it. It allows complicity and empathy.” In a sort of family album, for the first time Kardashian, her mother and her daughter posed for Fendi in Los Angeles, offering a new point of view on their relationship. Brunschwig praised the Kardashians for being “great professionals.” Seeking authenticity, Fendi succeeded in showing the family behind the paparazzi shots. “For once they have stopped playing a part,” he noted, saying that “magic happened, they showed a relaxed and very natural attitude.” The second installment of the campaign includes other characters: Sisters Jessica and Krystal Jung, both singers and actresses, who were photographed in Seoul; Hong Kong-based mother and daughter Kam Fung and music performer Joey Yung; musician Dou Jiayuan captured with her mother, photographer Gao Yuan, in Beijing, as well as Ewan McGregor’s daughters, actress and photographer Clara McGregor with songwriter Esther McGregor, who were portrayed in Los Angeles. Asked how he thought the ads would resonate with Fendi’s customers, Brunschwig said the brand has “always been a family story, involving strong women, from the founders, to their five daughters, then Silvia who has involved her daughters in the first step of this project.” His belief is that by involving these additional five families, customers “will themselves feel part of the family and identify themselves even more with the Fendi woman” world. The company worked to capture “authentic, intimate, real family moments, private and genuine.” The Peekaboo itself “was originally designed by Silvia Fendi with the idea of a whispered luxury, where the most precious part of the bag is actually hidden and it’s inside the bag.” Brunschwig was particularly impressed by the Kardashians’ accommodating and professional manner when faced with unexpected outside hiccups in the organization of the shoot that had nothing to do with the family. “We discovered an incredible and touching aspect of this family who have been incredibly supportive of Fendi. Without going into details, when planning such a big shooting sometimes some issues can arise and the way they reacted to it has been absolutely mind-blowing,” he said. To emphasize the longevity and timelessness of the Peekaboo, the company believed in a story to tell through time, rather than a one-shot campaign. The reaction to the first installment was “tremendous,” said Brunschwig. “People perfectly understood the storytelling and mood of this initiative and many have taken pictures of themselves with their own Peekaboo bag using the #MeandMyPeekaboo hashtag on their Instagram accounts.” The second chapter, he believes, will “touch a lot of people,” too. Fendi is associated with Rome, but at the same time Brunschwig felt that “the the Peekaboo is such a global and well-known icon that it’s not about the place but rather about people and their families. The cities have a reference related to the family that was captured in that specific city, which is in fact their own city. Los Angeles is like Rome, Seoul, Hong Kong or Tokyo.” The company does not have a specific number of episodes mapped out going forward.<doc-sep>Kim Kardashian West, along with mother Kris Jenner and daughter North West are the newest faces of Fendi's second installment of its #MeAndMyPeekaboo campaign. The Roman luxury brand enlisted three generations of the famous family to star in decidedly grainy, candid photos shot in Los Angeles in which they sport the line's well-known double-F logo print and Peekaboo bags. The campaign celebrates iconic-related women and portrays an authentic, intimate side that is rarely seen. To accompany the photos, a short film featuring the ladies will be released on July 10 on the Fendi website, set to the tune of Kanye West's Love Lockdown. This isn't the first time we've seen the Kardashian-Jenner-West clan sport the line. The social media star posed in a logo-printed top and tights back in February, so we can't help but wonder if this was a sign! Younger sister Kylie Jenner showed off her Fendi designer goods via a matching fitted dress and stroller where Stormi rode in style. Take a look at the gorgeous campaign images below. Courtesy Courtesy Courtesy See a sneak peek of the newest season of Keeping Up With the Kardashians, premiering Aug. 6. Kim Kardashian Gets in Screaming Match with Khloe and Kourtney in New 'KUWTK' Trailer This video is unavailable because we were unable to load a message from our sponsors. If you are using ad-blocking software, please disable it and reload the page. RELATED CONTENT: Kim Kardashian Reportedly Visits Women’s Prison in California Kim Kardashian, Mariah Carey and More Stars Celebrate the 4th of July Solo Style Kim Kardashian Says She Was 'So Freaked Out' When She Found Out She Was Pregnant With North<doc-sep>As the daughter of one of the most famous couples on the planet, it was only a matter of time before North West landed an international fashion campaign. And thanks to Fendi, that moment has now arrived. The five-year-old stars alongside her mother Kim Kardashian West and her grandmother Kris Jenner in the Italian house's #MeAndMyPeekaboo campaign, which was shot by Marcus Hyde. In the new ad – which celebrates the 10th anniversary of Fendi's Peekaboo bag – West poses alongside her mother and grandmother in a series of candid photographs which are designed to show the special connection between the family members. Courtesy of Fendi "They star in candid and spontaneous shots, which instead of focusing on their public images, capture their most authentic and intimate personality," Fendi said in a press release. "The frames create a sort of family album offering an unseen, unexpected point of view on their relationship." Alongside this, Fendi has also released a short film which sees West, Kardashian and Jenner posing beside the pool and walking around a field in their native Los Angeles. Kanye West's track 'Love Lockdown' plays in the background. The Kardashian/West campaign is the first of a series for Fendi which will explore the "special, irreplaceable and strong bond between outstanding women". This is not the first high-fashion campaign that the Kardashian/Jenners have scored as a family this season. Kim, Kourtney and Khloe Kardashian appeared alongside their half-sisters, Kendall and Kylie Jenner in Calvin Klein's Family series in January. This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at piano.io<doc-sep>For the first time ever, the Kardashian family have teamed up with FENDI to celebrate the 10th anniversary of the brand’s iconic Peekaboo bag. Today, the Italian luxury fashion house unveiled the second chapter of its #MeAndMyPeekaboo project, involving iconic related women from around the globe. This content is imported from Instagram. You may be able to find the same content in another format, or you may be able to find more information, at their web site. In a short clip to accompany the bag’s milestone, Kim Kardashian, Kris Jenner, and North West star in a candid video to showcase their close familial bond and love of all things designer fashion. The campaign video marks the six-year-old star's first experience of the modelling world. Courtesy of brand In the grainy-effect video - which looks as if its come from the archives of Kardashian family videos - the make-up mogul and her eldest daughter walk through a field hand-in-hand, picking yellow flowers together before being joined by the matriarch of the famous clan, Jenner. Courtesy of brand In one shot, Kim walks by a pool in her statement pair of FENDI thigh-high sock boots (similar here), showing off the Peekaboo accessory before North enters the scene carrying the mini version of the Peekaboo. The shots are overlaid with Kim’s husband Kanye West’s hit single ‘Love Lockdown’ to highlight ‘the special, irreplaceable and strong bond between outstanding women’, according to a press release by FENDI. Courtesy of brand However, the Kardashians aren’t the only women to be celebrated in this iconic project. FENDI has also recruited the likes of Ewan McGregor’s daughters, actress and photographer Clara Mc Gregor with songwriter Esther Mc Gregor to take part in the female-focussed idea. The Fendi Peekaboo Bag made its debut on the runway a decade ago in September 2008 for the Spring 2009 season. Getty Images The Peekaboo now comes in multiple iterations: the Large Peekaboo, Regular Peekaboo, Mini Peekaboo and Micro Peekaboo. There is also the higher-end Peekaboo Essential and the newer Peekaboo Essentially (a smaller sized Essential). Earlier this year, FENDI released the #MeAndMyPeekaboo campaign with a video featuring the designer of the iconic bag and Creative Director for accessories, menswear and kidswear for Fendi, Silvia Venturini Fendi and daughters Leonetta Luciano Fendi and Delfina Delettrez Fendi. ‘The Peekaboo is my baby. It’s a creature that belongs to me,' says Silvia Venturini Fendi in promotional footage. This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at piano.io<doc-sep>
Kris Jenner, Kim Kardashian and North West. Photo: Courtesy of Fendi As the luxury logomania race continues escalating, Fendi remains the clear frontrunner. The Roman luxury house's classic double-F Zucca print has appeared on every item conceivable, from single artwork to jet skis to baby strollers. As is true with most developments in 2018, the Kardashian-Jenner-Wests have played a huge part in this resurgence: Kylie Jenner's Instagram photo of infant Stormi tucked neatly in the aforementioned Fendi-branded baby buggy (which rings in at a cool $1,600), for one, has racked up more than 9.5 million likes and counting on the platform. It's understandable, then, why Fendi would go straight to the already-double-F-swathed source when casting its latest advertisement. Announced on Monday, the brand tapped three generations of Kardashians — Kris Jenner, Kim Kardashian and North West — to front the 10th-anniversary campaign for its staple Peekaboo bag, titled #MeandMyPeekaboo. This marks the second installment of its #MeandMyPeekaboo series; the first, which rolled out in April, starred Silvia Venturini Fendi, the house's creative director of accessories and menswear, and her daughters Delfina Delettrez and Leonetta Luciana Fendi. Kim Kardashian. Photo: Courtesy of Fendi In addition to campaign imagery, the Kardashian trio will appear in a short film, set in Los Angeles, that will feature Kanye West's "Love Lockdown" as a soundtrack. (The video drops on Fendi.com this Tuesday, July 10.) "The idea was to expand the concept of family, as it's part of our history, and we wanted other families of women," said Venturini Fendi to WWD. "In the case of the Kardashians, they are all three of them very strong women, with strong personalities. It's an iconic family, who is known for its appearance, but we wanted to bring more of an intimate side to the table." Kris Jenner, Kim Kardashian and North West. Photo: Courtesy of Fendi Fendi looked beyond the Kardashian lineage, too, including an additional four international pairs of women in the campaign: sisters and actresses Jessica and Krystal Jung; Hong Kong-based mother and daughter Kam Fung and music performer Joey Yung; musician Dou Jiayuan and her mother, photographer GaoYuan; and Ewan McGregor's daughters, actress and photographer Clara McGregor and songwriter Esther McGregor. All photos and videos from the #MeandMyPeekaboo campaign will be released on Fendi's social channels on Wednesday, July 11. Sign up for our daily newsletter and get the latest industry news in your inbox every day.