Review of Fendi Peekaboo ISeeU Ad Campaign with model Song Yuqi
Fendi taps global brand ambassador Song Yuqi for its Spring 2025 campaign, centered on the Peekaboo ISeeU Petite. Known for her fluid presence across music, dance, and fashion, Song embodies a blend of individuality and playfulness that aligns neatly with the brand’s evolving identity—particularly as it leans into a new generation of luxury consumers. Her on-screen versatility and natural charisma lend the campaign a sense of ease, making her a fitting face for a house that merges Roman heritage with modern adaptability.
Visually, the campaign keeps things minimal: a muted blue backdrop, relaxed styling, and soft lighting allow the bag’s clean lines and the subtle charm of Selleria craftsmanship to take center stage. Whether perched on a leather couch or slung casually across the body, the Peekaboo is presented as approachable but elevated—much like the overall tone of the imagery.
There’s an appealing simplicity to the campaign’s aesthetic choices, though the narrative itself feels more suggestive than fully formed. While the imagery is polished and cohesive, the emotional or conceptual depth is kept at a minimum. Those familiar with Fendi’s centennial positioning may read the campaign as a gesture toward continuity—leaning on known icons, steady craftsmanship, and familiar faces rather than attempting to reframe or reimagine.
Still, the campaign succeeds in reinforcing brand codes with a contemporary sensibility, balancing visual clarity with broad commercial appeal. Quiet, composed, and confident, this is a campaign that favors consistency over experimentation—an approach that aligns with Fendi’s current rhythm, even if it doesn’t necessarily push it forward.
Model | Song Yuqi