North West is a supermodel in the making. The 5-year-old daughter of Kim Kardashian and Kanye West debuts for Fendi alongside her mother and grandmother.
The Most Famous Family In America
The Rome-based luxury brand launched the second chapter of its #MeandMyPeekaboo campaign with images and video footage of Kris Jenner, her daughter, and her granddaughter.
The music for the video clip is courtesy of son-in-law West, with each short film boasting his hit song "Love Lockdown" as its soundtrack.
On why the Kardashian-Jenner clan was chosen for this particular campaign, Serge Brunschwig, Fendi CEO, was emphatic.
"We have chosen to collaborate with family-related members that have been relevant in general, as well as known as a family ... At Fendi we love to dare and surprise," he explained.
The #MeandmyPeekaboo campaign was launched back in April to celebrate the 10th anniversary of the brand's staple bag. The first trio of ladies to front it was Silvia Venturini Fendi, creative director for accessories, men's wear and kids' wear, who posed alongside her own daughters.
The accompanying video revolved around their relationships with each other, as well as with the iconic arm candy.
"In the case of the Kardashians, they are ... very strong women, with strong personalities. It's an iconic family, who is known for its appearance, but we wanted to bring more of an intimate side to the table," explained Venturini Fendi.
Stripping Back The Veneer
In keeping with this idea, the pics of the Kardashian-Jenners are more subdued and subtle than fans have come to expect from the famous family. They pose in a series of family album-style shots taken for Fendi in their native Los Angeles.
One photo finds North, Kim, and Kris casually lounging in a field of grass, surrounded by Peekaboo bags, with the little girl laughing in her mother's lap. Another sees the three generations of Kardashian ladies posing languidly on a rooftop.
"They are less controlled here; you can see they let loose, with emotions surfacing. You can tell by the way they look at one another, it's clearly intimate," Venturini Fendi said of the intimate shots of Kris, Kim, and little North.
Brunschwig noted that he was glad to see the Kardashians' stripped back so they were no longer playing up the image to which they are most well known.
The second installment of the campaign includes various other famous familial members, including Ewan McGregor's daughters, actress and photographer Clara McGregor, and songwriter Esther McGregor.
Little North has been showing increasing signs of following in her famous mother's footsteps lately, even playing with her mother's KKW Beauty products to create her own avant-garde makeup looks.
Although Kim finds it hilarious how eager her daughter is to wear makeup and be a grown-up, she isn't ready to let her gain a massive following on social media just yet.
The mother of three thinks North is a bit young to be introduced to that side of her business, and worries about overexposure after she was robbed at gunpoint in Paris back in 2016.