Fendi has unveiled a My Peekaboo campaign starring Monica Bellucci, Valeria Golino, Tang Yan and Yara Shahidi, placing its signature bag inside the private pauses of a film set.

Photographer Laura Sciacovelli shot the campaign at Studio De Paolis in Rome. According to Fendi’s announcement, the images take their visual cues from paparazzi photography, depicting the women away from the spotlight.

Fendi My Peekaboo campaign with a woman in a black suit carrying a personalized bag beside a studio doorway

Photo: Laura Sciacovelli / Fendi

The scenes show backstage routines: reading a script, reflecting between takes and taking time alone. Each woman carries a My Peekaboo bag personalized with her initials. Tang Yan appears in her role as a Fendi spokesperson.

Fendi My Peekaboo campaign with a woman wearing a black blazer and lace skirt holding a personalized black bag

Photo: Laura Sciacovelli / Fendi

The campaign connects the contrast between public performance and personal identity with the Peekaboo. Rather than placing the cast in an onstage moment, its setting gives the personalized bags a role in the quieter intervals surrounding their work.

Fendi My Peekaboo campaign with a woman seated on a studio equipment case beside a personalized black bag

Photo: Laura Sciacovelli / Fendi

Fendi shared the campaign under its Fall/Winter 2026–27 collection hashtag. The announcement focuses on the cast, photography and personalization, without specifying prices or an on-sale date.