Fendi’s latest digital campaign features its brand ambassador, South Korean actress Song Hye Kyo, and the iconic Fendi Spy Bag, this season’s ultimate must-have.
A true Y2K favorite, the Spy Bag first made waves with its soft silhouette, secret compartments, and playful charm. In the new campaign, Song Hye Kyo brings fresh energy and glamour to the classic black and small beige leather styles, capturing the bag’s signature blend of mystery, elegance, and modern flair.
First released in 2005, the Fendi Spy became a hit particularly because of an ingenious hidden coin purse in the flap that gave the bag its discreet appeal, as well as its moniker.
“I liked the idea of the secret compartment, because a bag is a place where you keep your most intimate belongings. It’s an extension of yourself,” Silvia Venturini Fendi has been quoted in a statement. “I like that there might be something you’d want to keep just for you.”
Song Hye kyo rose to fame in her memorable roles in K-dramas such as Full House, That Winter, The Wind Blows, Descendants of the Sun, Encounter, and The Glory.
The reintroduction of the Spy Bag demonstrates Fendi’s respect for its heritage, while moving into the future, with its blend of classic design and modern charm.
The Fendi Spy Bag celebrates the house’s enduring legacy and creative spirit. Launching together with the Women’s and Men’s Fall/Winter 2025 collections, it will be available in select boutiques worldwide and on fendi.com starting July 17, 2025.
