The Rome-based luxury company is launching the second chapter of its #MeandMyPeekaboo campaign, with images and a video of Kris Jenner, her daughter Kim Kardashian and her granddaughter North West. The images will be released on Fendi’s social networks starting July 11. To mark the 10th anniversary of the brand’s staple Peekaboo bags, the company in April launched the #MeandMyPeekaboo campaign.

After the initial images with Venturini Fendi and her daughters, the company wanted to explore the family relationships among women from different countries and different from one another, also to show how such values are universal.

“The idea was to expand the concept of family, as its part of our history, and we wanted other families of women,” said Venturini Fendi. “In the case of the Kardashians, they are an iconic family known for their appearances, all three of them are very strong women, with strong personalities.