We at Who What Wear have a soft spot for a fashion brand with a sense of humor. Loving fashion doesn't mean you have to take it too seriously! That said, I appreciate that FENDI, a major Italian fashion house, has named some of the world's most beautiful bags after a children's game and a loaf of bread. The brand is serious about fashion, but there's always been a little wink behind it. Case in point: The Peekaboo bag. I remember hearing the name and saying, "Wait, that's actually what it's called?" But, hey, it works—more than 15 years after its debut, we're still talking about it.
The original Peekaboo debuted in spring 2009. FENDI designed it to reveal just a glimpse of what was inside when left partially open (peekaboo!). And if the name wasn't playful enough, FENDI took the joke a step further with the Peekaboo ISeeU in fall 2020. Then came the slouchier Peekaboo Soft, which debuted on the Fall/Winter 2024-25 runway. Now, there's the new My Peekaboo, a lighter, more fluid take on the 2009 original. The proportions may change, but that open front and top-handle style will always remain the same.
Though the FENDI logo on the Peekaboo is discreet, the bag has features that help you identify it immediately. There's the structured top-handle shape, the signature twist locks, and, of course, the opening that gives you a little peek at what's inside. The current versions feature two interior compartments divided by a central partition (I put my wallet and sunglasses on one side, and my phone, keys, and approximately 47 lip products on the other). The interior details vary from one iteration to the next, but that's what makes the original concept so clever. The inside was never meant to be an afterthought—it's a crucial part of the bag's design.
One of my favorite things about living in New York is that some of the best fashion shows you'll ever see happen on the streets. A 10-minute walk through SoHo quickly reveals the most coveted styles, especially when it comes to handbags. The Peekaboo is one of them. I've seen it on everyone from badass businesswomen on their way to a meeting to those wearing a casual jeans-and-T-shirt outfit to the coffeeshop. That's part of what I like about it: it's the perfect complement to any outfit, whether you're dressing up or down.
