Adowa Aboah Takes Flight Over Rome With Fendi To Celebrate Their Iconic Peekaboo Bag

Peekaboo Adowa, we see you.

When Romulus and Remus set up shop in Italy’s Lazio region, they could have never imagined the cultural metropolitan that the area would soon become.

Now, the fashion custodians of Rome, Fendi, are celebrating their history and legacy with the launch of a new mythology: the modern day super woman.

In a stunning new campaign, Adowa is adorned in some of Kim Jones’ finest work from his lauded Spring/Summer 2022 collection.

British model Adowa Aboah takes up the mantle as the Fendi-adorned vigilante flying over the clay rooftops of the cityscape cityscape below. Her weapon of choice? The Fendi Peekaboo.


Since its inception in 2008, the Peekaboo has not only become Fendi’s most iconic bag, but is emblematic of the luxury label’s rich craftsmanship, tradition and timeless modernity.

Longtime friend-of-the-house Luca Guadagnino, whose distinct aesthetic and enchanting method of capturing the Italian landscape propelled him to mainstream success, reexamines the Peekaboo with refreshed reverence for this new campaign film.

“With the DNA of FENDI being Rome, we of course talked about Rome– but instead of being in Rome, being above Rome. We had this idea of levity of the Peekaboo bag, at the center of the movie, being the magical driver behind Adwoa flying over the ancient city,” said Guadagnino in a press release.


In this stunning campaign, Adowa is adorned in some of Kim Jones’ finest work from his lauded Spring/Summer 2022 collection. The collection takes inspiration from the decadence of New York City nightlife and legendary clubs like Studio 54.

Adowa is channeling the spirit of icons like Grace Jones and Bianca Jagger, ascending from the dance floor in a jubilant and euphoric high. Will she come down? We will never know.

Once our superhero’s day is complete, she returns not to her batcave but the glamorous steps of Fendi’s Palazzo della Civiltà Italiana.


As to what a superhero keeps in her own Peekaboo? As Silvia Venturini Fendi says herself, “one’s bag is full of secrets.”

Related stories