ACCESSORIES lovers, rejoice! The cult-favourite re-emerges for Fendi’s 100th year, starring in the Maison’s latest digital campaign.
Titled “FENDI SPY BAG RETURNS”, the promotion unleashes the Fendi Spy Bag as the ultimate object of desire for the next generation of accessory obsessives, and for the girls who never stopped loving it since the early aughts.
Gabbriette and Amelia Gray for Fendi
The digital campaign invites the customer to be a voyeur in the investigation as we enter the world of a modern-day handbag hacker. A collector on the hunt, scanning surveillance feeds around the world to locate her next prized possession: the Spy Bag. This one is for the collector.
Photographed and directed by Stevie Dance and styled by Anna Trevelyan, the campaign stars some of today’s reigning It-girls: Amelia Gray, Xiao Wen Ju and Gabbriette. Amelia brings her raw edge and rising-star power, Xiao embodies effortless cool with global influence, and Gabbriette captivates with her mysterious allure and goth glam beauty.
Xiao Wen Ju for Fendi
Together, they channel the unmistakable presence of the reimagined icon: the Fendi Spy bag. The Fendi Spy bag was originally introduced in the early 2000s, quickly becoming a phenomenon. A carryall or a shield from the paparazzi?
This Y2K icon is loved for its soft silhouette and secret compartments. Only the wearer (and the bag) knows what’s hidden in the secret pocket. It defined an era filled with playful sophistication: a bag with a high degree of intimacy.
by Chidozie Obasi