By Ellin Stein
Updated May 01, 2014 @ 6:06 pm
Fendi Peekaboo Bags
Credit: Courtesy Photo (3)

To mark the opening of its new London flagship store on New Bond Street, Fendi has commissioned 10 "iconic women"—ranging from performers like Gwyneth Paltrow, Adele, and Naomie Harris to artists like Tracey Emin and models, past and present, like Cara Delevigne, Georgia May Jagger, and Georgia’s mom Jerry Hall—to customize its classic Peekaboo bag for their new "Peekaboo Project."

The results are as different as the designers themselves, ranging from Paltrow’s classic white croc with black trim (above, right) to Delevigne’s Pop Art white leather adorned with a big red Superwoman S (above, center) and Adele's which features brightly-hued beading and eyelashes (above, left).

Each designer gets to keep one of her customized bags, but a second will go up for auction beginning today that will last until May 30 via All proceeds from the sale will go to the charity initiative Kids Company, which works with vulnerable inner city children and teens. Prices are likely to reach the mid-four figures, but what price is too high when you will be able to tell your friends "This bag? Oh, Gwynnie designed it for me!"?