When your mom is Kim Kardashian West, you debut in your first fashion campaign at the age of 5 — and for Fendi, nonetheless. The oldest daughter of Kardashian West was featured in Fendi’s digital campaign, #MeandMyPeekaboo, which featured North West hanging out in a picturesque grassy field with her mom and grandmother, Kris Jenner.
The campaign is promoting the 10th anniversary of Fendi’s iconic Peekaboo purse. “The bag passes the test of time — my daughters like it and my granddaughter asked me to hold one for her,” Silvia Venturini-Fendi told WWD. It’s beyond fashion. I like things when they become timeless.”
The images from the shoot, shot by photographer Diego Villarreal, will be shared on Fendi’s social media starting July 11. And to make the campaign a full family affair, the soundtrack is Kanye West’s “Love Lockdown.”
“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,” Fendi Chief Executive Officer Serge Brunschwig told WWD. “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. You know that at Fendi we love to dare and surprise.”
The #MeandMyPeekaboo campaign launched in April, with video and images featuring Venturini-Fendi, creative director for the label’s accessories, menswear and kidswear, along with her daughters Delfina Delettrez Fendi and Leonetta Luciano Fendi. The second installment of the campaign stars sisters Jessica and Krystal Jung, singers and actresses, as well as Ewan McGregor’s daughters.
But make no mistake — this isn’t North’s first high-fashion rodeo. The oldest of the Kardashian-West clan appeared in her very own photoshoot in CR Fashion Book at just 13 months old.