Three generations of the Kardashian family are starring in Fendi’s #MeAndMyPeekaboo campaign for the 10th anniversary of its iconic Peekaboo bag. 

Kim Kardashian, Kris Jenner and North West appear in a series of short videos for the brand, the first of five released today. Filmed in Los Angeles and set to Kayne West’s Love Lockdown, the campaign is an intimate family portrait of reality stars, who are seen frolicking through a meadow and what we assume is a Kardashian backyard. 

 

Personal, unique, unseen. @kimkardashian, @krisjenner and North West share an unexpected view of their relationship for #MeAndMyPeekaboo Chapter II. Filmed in Los Angeles, the intimate short video is the first of five set to Kanye West’s emotional track, Love Lockdown. Join the Fendi Family #MeAndMyPeekaboo #FisForFamily #FℲ1 Discover more on Fendi.com Follow @fisforfendi for exclusive backstage content.

A post shared by Fendi (@fendi) on Jul 10, 2018 at 8:58am PDT

 

Kardashian explains the concept behind the campaign further on Twitter, sharing a quote from the brand’s creative director of accessories and menswear, Silvia Venturini Fendi. The first chapter, released in April, featured her and her two daughters, Delfina Delettrez and Leonetta Luciano Fendi. 

 

“The idea was to expand the concept of family, as it’s part of our history, and we wanted other families of women. In the case of the Kardashians, they are all three of them very strong women, with strong personalities. It’s an iconic family” – Silvia Venturini Fendi

— Kim Kardashian West (@KimKardashian) July 9, 2018

 

The Peekaboo bag first appeared on the Fendi runway in 2008, and has since become a collector’s item, available in endless combinations of materials and colours.