PEEKABOO! WE SEE YOU, NORTH WEST
She’s just five, but North West is already bona fide fashion royalty. Now, to add to the wardrobe of bespoke designer clothes, FROW spots and glossy magazine appearances, North has just scored her first ever campaign. What took her so long?
Making her debut in Fendi’s new Peekaboo campaign – to mark the 10th anniversary of the bag – North isn’t going it alone. She stars alongside her mother, Kim Kardashian West, and grandmother, Kris Jenner. Kanye West (or plain old ‘Dad’ to North) provides the soundtrack, lending his song Love Lockdown to the film.
There is an unexpected synergy between the Italian house and Calabasas’s most famous export. ‘ They are very similar to the women in the Fendi family, with strong personalities and determination. They really love deeply. And they like to break the rules,’ says creative director, Silvia Venturini Fendi, of the Kardashians. ‘ They are strong, passionate and revolutionary, which is exactly what the brand stands for.’ Kim adds, ‘Fendi women are strong and I can connect with that.’
As reality TV’S first family, the Kardashians are used to being in front of the camera (‘I don’t have many secrets,’ admits Kim. ‘But if I did, I couldn’t really share them, lol!’). What’s remarkable about the Fendi portraits, however, which were shot at James Goldstein’s John Lautner property in LA, is their intimacy; they feel less like a fashion campaign, more like a family photo album (albeit an art-directed, Fendi-bedecked one – which is probably how their family albums do look).
And family is the thread that connects the Jenner-kardshian-wests with the Fendis. ‘Fendi is a family business and it’s no surprise that family is first for me,’ says Kris. ‘I have an extremely close relationship with my mom and my daughter. They are my two best friends,’ says Kim. ‘I had such a comfortable day playing and working with them. I will have these memories forever.’
This is the second instalment of Fendi’s #Meandmypeekaboo project (Ewan Mcgregor’s daughters, Clara and Esther, also star in this series). The first featured Silvia and daughters Delfina Delettrez Fendi and Leonetta Luciano Fendi.
For now, fashion-world-domination seems inevitable for North. And like any supermodel, she had her demands. ‘ We had gummy bears on set as bribes,’ says Kim, who keeps candy in her bag at all times. Well, it’s certainly a different type of rider.