LONDON - Celebrated Italian label Fendi will be opening their new London boutique immediately over the road from Sotheby’s in New Bond Street. To mark this they have brought together ten iconic women in a charity initiative to benefit Kids Company.

Actresses Gwyneth Paltrow and Naomie Harris; singer Adele; artist Tracey Emin; models Cara Delevingne, Jerry Hall and her daughter Georgia-May Jagger; architect Zaha Hadid; fashion illustrator Tanya Ling; and journalist Kate Adie have added their own inimitable touch to Fendi’s famous Peekaboo bag. Exemplifying Britain’s creative spirit, these women were invited to personalise their own Peekaboo, working closely with Silvia Venturini Fendi and Fendi’s Rome atelier.

Actress Gwyneth Paltrow's Fendi Peekaboo bag.

These one of a kind bags display the style of their designers – for example, Tracey Emin’s bag reproduces one of her paintings in needlepoint on the outside, while the inside bears one of her poems. Gwyneth Paltrow, on the other hand, has created a minimalist black and white interpretation of the bag, while Kate Adie’s is dusty pink leather with British army camouflage within and Zaha Hadid’s interpretation is designed to feel like an open book.

Zaha Hadid’s stylish version of the the Fendi Peekaboo bag.

Each of the finished bags will be on display at Sotheby’s until 11 May and subsequently in Fendi’s new store. They will be available to bid on through a dedicated online auction launching at 6pm on 1 May and running until 30 May. Proceeds from this auction will be donated to London and Bristol based charity Kids Company, allowing them to continue their vital work providing practical, emotional and educational support to vulnerable inner-city children and young people in the United Kingdom.

Singer Adele’s interpretation of the Fendi Peekaboo bag.

This innovative auction, celebrating Fendi’s new store, affords the opportunity to acquire a one-of-a-kind collector’s version of a design classic – while supporting one of the most important children’s charities working today.

Illustrator Tanya Lingh’s Fendi Peekaboo bag.

The Peekaboo Project
1-30 May
in collaboration with Sotheby’s

141 New Bond Street