FENDI – The Return of the Spy Bag

Thursday July 3^rd and the long anticipated Fendi Spy Bag has returned, reemerging for the brand’s 100^th year, starring in a digital campaign that unveils the new version as the ultimate object to covet for all those who love the next must-have accessory and for those who have loved it since its inception in the early aughts.

The latest campaign invites Fendi’s loyal audience and new customers alike to join the investigation and become a modern-day sleuth, to scan surveillance feeds around the world to hunt down the new Fendi SpyBag, one that will draw in the collectors, those who like to have their finger on the IT-Bag pulse.

Originally launched in the early 2000’s, the bag quickly became the choice of a generation, a Y2K icon with soft edges and a hidden compartment that holds only the wearer’s secrets.

The latest campaign directed by Stevie Dance and styled by Anna Trevelyan, stars the sought-after girls of the moment: Amelia Gray with her raw edge, Xiao Wen Ju’s effortless cool, and Gabbriette’s alluring goth-glam beauty. All embodying the effortless cool that epitomises the re-imagined Fendi Spy bag for a new generation who appreciate Fendi’s playful sophistication.

Fendi Spy Bag Returns launched globally across digital platforms and fendi.com yesterday, the 3^rd of July. Hunt yours down while you can.