FENDI is already in full summer mode, this time joined by Aitana, who stars in the brand’s new digital campaign with all the fresh, playful, and sophisticated energy the Maison does best.

It all starts when a Peekaboo bag mysteriously appears at Aitana’s doorstep. From there, the singer explores her home, which transforms into a world filled with Baguette bags, Sunshine Shoppers, and soft versions of the iconic Peekaboo—woven with raffia, denim, coral prints, and marine-inspired embroidery. All of it unfolds to the rhythm of her latest single, “Segundo Intento,” the first glimpse of her new album Cuarto Azul, released on May 30.

More than just a campaign, it’s a celebration of the ongoing relationship between FENDI and Aitana, who’s been spotted wearing the brand both on stage and in the front row of the Fall/Winter 2025–26 show, held in honor of FENDI’s centennial.

The Summer 2025 collection is a modern nod to Karl Lagerfeld’s legacy and his prêt-à-porter debut for FENDI in 1978. With colors ranging from coral to ocean blue, flowing silhouettes, and breezy textures, the collection pays homage to the Mediterranean with FENDI’s unmistakable signature.

The campaign is now live on the brand’s official channels and at fendi.com.