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fendi | song yuqi fronts peekaboo iseeu in beat-synced campaign

Fendi’s latest campaign is a true pop culture moment — or better yet, a Kpop reinterpretation. At the centre is brand ambassador Song Yuqi, member of (G)I-DLE, who brings her trademark confidence and razor-sharp choreography to the screen — this time, alongside the Peekaboo ISeeU Petite.

Set to her original track “FENDI”, the video pulses with trap beats and heartbeat visuals, introducing the sage green bag in perfect sync with the first bass drop. In a light blue striped shirt, relaxed denim, and Fendi Match sneakers, Song moves through a tightly choreographed routine, with the bag echoing her every gesture. Her lyric “Fendi on her bag” plays out, quite literally, on the  screen.

The campaign reframes the Peekaboo not just as a design icon, but as part of the performance. First introduced in Autumn/Winter 2020–2021, the Peekaboo ISeeU has become a cornerstone of Fendi’s accessories lineup — petite, sculptural, and unmistakably bold.

It all rests on Selleria, the house’s signature hand-stitching technique rooted in Roman saddlery. As Fendi approaches its centenary in 2025, the campaign feels like a well-timed nod to the house’s origins — while confidently stepping into a new era.

Watch the campaign here.

photography. Fendi
words. Gennaro Costanzo