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. 



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 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.