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.
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."
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.