Fendi’s playful spirit comes alive this year in its bag charms with the launch of its Year of the Horse campaign, featuring its beloved Fendi BFF charms.
Set to debut on Wednesday, the campaign features a heartwarming stop-motion film in which the BFF characters come together to make jiaozi, or dumplings — a cherished ritual among northern Chinese families.
As the BFF characters go about their playful preparations, gently stirring soft clouds of flour, the scene shifts to focus on each of them: one puts the final touches on her hairstyle, another spritzes perfume and a third adjusts the belt on her coat. Finally, as the doorbell chimes and a group of friends arrives, the characters gather around the table, sharing jiaozi artfully arranged to form the Fendi logo.
A still from the stop-motion film.
Courtesy
The campaign was produced by Youkuaidi, a local advertising firm known for creating intricate CGI videos and viral WeChat mini games.
Two of the characters, Adele and Bread, will appear as limited-edition bag charms as a part of the holiday capsule. Priced between 11,700 renminbi, or $1,677, and 8,700 renminbi, or $1,247, the characters’ outfits highlight persimmons and peanuts, both auspicious symbols that when put together, nod to the Chinese phrase “good persimmons and peanuts,” meaning ”may everything go smoothly” and “wish that good things happen.”
The BFF Charms collection first appeared on the fall 2025 runway collection and continued to expand into the spring 2026 collection. The luxury toys, alongside men’s and women’s ready-to-wear and fashion jewelry, will be available in selected stores and on fendi.cn from Thursday.
To celebrate the launch of the Chinese New Year campaign, Fendi will stage a pop-up store on the tourist-friendly Wukang Road.
Fendi’s pop-up on Wukang Road in Shanghai.
GeJunMei 18521592010
The pop-up, with its pink and purple sequined facade, is a literal reference to its latest Peekaboo bag and will be open to the public from Thursday to Sunday.
Carrying the campaign into the real world, 2.2 meter-tall versions of the BFF Charms will greet visitors from the window displays, recreating cozy scenes from the stop-motion video.
Once inside, guests will be greeted by more BFF Charms dolls adorning the walls and on the second floor, they will be able to discover the full range of the new Peekaboo bag collection, which are embellished with sequins, beadwork and crystals that required hundreds of hours of intricate work.
Inside the pop-up.
GeJunMei 18521592010
To bring home the collection’s exploration of the idea of inner beauty, guests can participate in an interactive installation that find one’s “inner colors,” through a series of quizzes.
On the second level is a Fendi Caffe, with hours from 10 a.m. to 8 p.m.
To debut the project with added charm, Fendi will host a special cocktail with brand spokesperson Tang Yan, brand ambassador Song Yuqi, Chinese actress Lan Xiya, actor-singer Luo Yizhou and actor Tian Xuning, among other local guests.
