Fendi’s New Family-Focused Campaign Stars Kim Kardashian, North West, and Kris Jenner

It’s no secret that the Kardashian-Jenners love Fendi: They wear the brand frequently, and even push around their babies in their logo-covered strollers. It seems like the Italian fashion houses loves the family right back, casting three generations of Kardashian women in its latest campaign.

Fendi released a series of ads celebrating the tenth anniversary of its classic Peekaboo bag, titled #MeAndMyPeekaboo. The latest installment stars Kim Kardashian West, Kris Jenner, and North West, lounging about in equestrian-chic outfits with, of course, Peekaboo bags. On July 10 Fendi will be releasing a short film starring the trio, with Kanye West’s “Love Lockdown” serving as the soundtrack. (So many Kardashian layers!) PHOTO: COURTESY OF FENDI

The first chapter of the #MeAndMyPeekaboo campaign centered around Silvia Venturini Fendi (the brand’s creative director for accessories, menswear, and kidswear) and her daughters, Delfina Delettrez Fendi and Leonetta Luciano Fendi. Other female relatives featured in this series include Clara and Esther McGregor (Ewan McGregor’s daughters); Jessica and Krystal Jung (both singers and actors); Hong Kong–based musician Joey Yung and her mother, Kam Fung; and photographer Gao Yuan with her daughter, musician Dou Jiayuan.

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“The idea was to expand the concept of family, as it’s part of our history, and we wanted other families of women,” Venturini Fendi told 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.”

PHOTO: COURTESY OF FENDI

Fendi CEO Serge Brunschwig added: “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. 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.”