Fendi launches charity initiative in honor of London flagship store opening

Italian luxury fashion house Fendi has launched a new charity project

to mark the opening of its new flagship store on Bond Street in London on May 1. The charity initiative will revolve around a series of customized versions of Fendi's iconic handbag 'Peekaboo', which will be displayed in the new store after its opening on May 2 to the end of the month.

Each of the unique bags has been designed in collaboration with prominent female celebrities, such as actress Gwyneth Paltrow, model Cara Delevingne, Jerry Hall and her daughter Georgia May Jagger, artist Adele and fashion illustrator Tanya Ling and will be auctioned off online to raise money for British based charity Kids Company, which supports young victims of abuse and violence.

“Growing up in a family of strong and pioneering females, I am excited that such iconic women, leaders in their own fields, have been involved in this project, on this iconic Fendi bag,” commented Silvia Venturini Fendi to WWD, head of leather goods and accessories and the last remaining member of the fashion house's founding family still working within the business.

“This project will not only allow Fendi to work with these incredible women, but also to raise valuable funds for Kids Company and help support their important work.” The bafs will available for purchase via the dedicate online auction site at fendi.com/peekaboo-auction from May 1 to May 30.