Fendi will open a new London flagship store on the New Bond Street on May 1, 2014. To celebrate the event, the house announced a collaboration with 10 famous women like model Cara Delevingne, actress Gwyneth Paltrow and Naomi Harris, artist Tracey Emin, Jerry Hall and her daughter Georgia May Jagger, architect Zara Hadid and singer Adele. Each one of them have created a personalized Peekaboo bag. One of the two made bags will remain as a property of each celebrity, and the other 10 will be sold at a charity online auction on Fendi site to raise money for London and Bristol-based Kids Company. The bidding will start on May 1, 2014 and close on May 30, 2014.