Fendi are doing something smart. They are teaming the launch of their new flagship store with an online charity auction. The fashion house have learnt that 'social responsibility' is fast becoming the phrase du jour, and provides a respected and necessary boost to PR. It is as good for a brand as it is for the wider world. Everyone wants in.

Not only does it inherently stimulate news article after article, but it acts as a brilliant excuse to get some much sought after faces associated with a company. A multi-coloured assortment of some of London's most famous faces - from the newly singly Gwyneth, to Cara Delevigne and Tracy Emin - have got their creative juices flowing to design their very own Peekaboo bags.

The girls have been encouraged to let their inner children to jump out and sparkle some of their personal magic on the bags, all to be auctioned off in aid of the glorious Kids Company. The spirit of the coup may contrast with the sophisticated luxury of Fendi, but it certainly embraces feel of the cause.

10 London women. 10 London bags. One hell of a competitive auction. Who will win? Who will raise the most? One thing is for sure: Fendi's PR house - and Kids Company - are already raking in the rewards.

Find the auction here.