Kris Jenner, Kim Kardashian and North West are one of the families portrayed in Fendi’s campaign marking the bag’s 10th anniversary.
The images will be released on Fendi’s social networks starting July 11. The campaign celebrates the brand’s 10-year anniversary of the Peekaboo bag.
“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.”