A high-profile crowd flocked to the exclusive Fendi event in London to admire the luxurious new boutique venue, opening to public today in New Bond Street. On occasion of the new opening Fendi is pleased to announce the "Peekaboo Project", a charity initiative to raise funds for Kids Company. Ten iconic women, from singer Adele to actresses Gwyneth Paltrow and Naomie Harris, models Cara Delevingne, Jerry Hall and her daughter Georgia May Jagger, architect Zaha Hadid, fashion illustrator Tanya Ling, singer Adele and journalist Kate Adie, have been invited to personalize the Peekaboo handbag to be auctioned for charity, in collaboration with Sotheby's, from May 1st till May 30th at www.fendi.com/peekaboo-auction