The word “iconic” has taken a bit of a different meaning these days if you ask Gen Zers and YouTube fangirls who brandish the term as an affirmation or approval. But that could just be the most apt term to describe Fendi’s latest evolution of its iconic Peekaboo bag: Peekaboo ISeeU.

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The new Peekaboo ISeeU features detachable inner pockets.

Launching in stores on August 13, the ISeeU design debuted on the Fall/Winter 2020 runway and builds on the playful name of the Peekaboo bag which was launched in 2009 and named after a child’s game. And this new generation Peekaboo, couldn’t be more fun to explore.

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For one, the medium-sized IseeU (33.5cm x 25.5cm x 13cm) boasts a new accordion frame structure which not only gives it a fresh modern silhouette but also accommodates a bigger opening of the bag’s trademark ‘kangaroo pouch’ which showcases its smooth nappa leather interiors.

Speaking of the insides, you can now switch up the look of the top handle bag with the option of interchangeable pockets that come in either smooth lambskin or precious skins. The former can be hot stamped with your initials if you like your leather goods personalised. For proof of how these cosmetic changes will look on this new Peekaboo, peep the campaign video starring The Politician actress Zoey Deutch – the first ad blitz focused on a bag that Fendi has ever done.

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Zoey Deutsch’s Peekaboo ISeeU bag features her initials hot stamped on the lambskin interchangeable pouch.

The Peekaboo ISeeU will be going for $6,250, while the interchangeable pockets are retailing between $370 for one in lambskin and $480 for one in python skin. The bag will come in just three colourways of black, light brown and white, however, you can still play with the options of eight different shades for the pouches.

Isn’t that iconic?