It is one of Fendi's most iconic bags, spied on the likes of Blake Lively, Madonna and Queen Rania of Jordan.
Created for the Spring/Summer 2009 collection by accessories director Silvia Fendi, the Peekaboo tote is simultaneously chic and cheeky, with pockets that open to reveal many delightful surprises over the years, from the brand's signature stamp to a pair of malevolent eyes for the Halloween season.
This time, however, a new and even bigger trick is in store - one that embodies the house's creative spirit and involves the collaboration of some of the world's top fashion mavens.
Artist Tracy Emin, actresses Gwyneth Paltrow and Naomie Harris, models Cara Delevigne, Jerry Hall and daughter Georgia-May Jagger, architect Zaha Hadid, fashion illustrator Tanya Ling, singer Adele and journalist Kate Addie has worked closely with the bag's creator and the brand's atelier to put their own stylish spin on this modern marvel.
We're totally smitten by the resulting handiwork, all 10 of which will be displayed in Fendi's new flagship store on Bond Street from May 2 and can be purchased through a dedicated online auction.
All proceeds from the sales will be donated to Kids Company, a charity-based organisation that provides practical, emotional and educational support to vulnerable inner-city children and young people in London and Bristol.
"Growing up in a family of strong and pioneering females, I am excited that such iconic women, leaders in their own fields, have been involved in this project, on this iconic FENDI bag.
This project will not only allow FENDI to work with these incredible women, but also to raise valuable funds for Kids Company and help support their important work," states Fendi.
Each unique piece is guaranteed to thrill, if not financially then visually. While still retaining its original structure (including one top handle, a detachable shoulder strap, designer logo-embossed stud-fastening side details and two twist lock-fastening compartments), these bags do not just come in a miasma of celeb-approved style and colours, they scream ultimate collectible.
Says Hadid: "Designing these smaller pieces is of great importance to us as they inspire our creativity, giving us an opportunity to express our ideas in a different scale and through a different media, whilst helping to raise awareness and funding for a wonderful cause that supports so many children in the UK."
See if you can spot your favourite!
Gwyneth Paltrow
Dazzling and sophisticated just like its creator, this roomy white Peekaboo comes in white croc leather. The black handles and dark grey hardware lends a sleek edge to the otherwise discreet design.
Celebrating superwomen everywhere is this playful Peekaboo in white leather. Jazzed up with silk-screened images of a painting by Delevigne herself, the bag features the words Super and Woman as well as the model's initials.
Adele
Crafted from Selleria leather in bordeaux, pink and red, pink and red, this Peekaboo opens to reveal a smiling female expression complete with laser cut eyelashes and white varnish teeth. And if that isn't quirky enough, bright pops of colour from the resin studs and plexiglass are sure to make its owner stand out.
Jerry Hall
Inspired by Chinese culture, Hall's Peekaboo is dressed up in red croc leather, while its gold handles and locks are embellished with green jade. Can you say fierce?
Fans of Emin's brand of confessional art will be delighted with her Peekaboo, which displays one of the artist's recent watercolour paintings reproduced in needlepoint as well as a silk screened image of her handwritten poem that says "An Angel Kissing Me. I Said Goodbye."
Naomie Harris
This off-white Peekaboo pays homage to Africa, with a map of the region and a scatter of 3D butterflies. But don't be fooled by its delicate design. The bag carries a serious message - TRUTH - LOVE - FREEDOM as well as white and black vertical stripes to represent the idea of equal human rights - that will surprise style-savvy intellectuals and activists alike.
Tanya Ling
This large Peekaboo is a delight for the senses. Creative types won't be able to peel their eyes off the hand-painted illustration on the bag's facade, as well as one of Ling's artistic signatures, a figure of a woman, silk screened inside. Meanwhile, the luscious brown fur handle makes the bag as lovely to touch.
Kate Adie
Tough girl meets pop princess in this reporter's dusty pink Peekaboo. Decked out in revisited British army camouflage the shades of pink, purple, grey and fuchsia, this regular sized bag will amaze anywhere, from Tokyo to Tehran.
Georgia-May Jagger
A flurry of shiny sequins and a silk screened image of a photograph shot by Jagger dominates the façade of her Peekaboo. Inside, the metallic purple python inspired by the cover of the record "Purple Rain" by Prince - an homage to Jagger's love of photography and music that will delight the pop culture obsessed.
Zaha Hadid
It's all about geometry with this renowned architect's regular sized Peekaboo. The outside is an assembly of layered soft black leather panels, which give the impression as if it were pages of a book, while petrol coloured leather and dark hardware decks the inside. Classic yet cool.
