Song Hye-kyo Fendi brand ambassador launches the new peekaboo bag campaign

November 18th, 2025 – FENDI unveils its new digital campaign featuring Korea brand ambassador, actress Song Hye-kyo. The digital campaign celebrates individuality and modern craftsmanship, portraying the iconic FENDI Peekaboo bag with a playful and vibrant spirit while emphasizing its bold and timeless identity.

In the digital campaign, Song Hye-kyo appears candid and spontaneous, as if captured in improvised moments. Close-up shots highlight FENDI’s meticulous craftsmanship and mastery in materials through Selleria stitching and handcrafted details, while the accessories styling expresses the brand’s fun yet always sophisticated side with bag charms and silk wrappies.

Song Hye-kyo wears FENDI Pre-Collection Spring/Summer 2026, adding energy and vitality to the visuals while suggesting that the Peekaboo bag can be worn in personal and unexpected ways. The #FendiPeekaboo digital campaign ft. Song Hye-kyo will be unveiled worldwide through FENDI’s official social channels on November 18th, 2025.

All images Song Hye-kyo Fendi brand ambassador launches the new Peekaboo bag campaign by the brand. PR Agency Time International Jakarta.