Italian fur house and Karl Lagerfeld-steered megalabel Fendi opens a boutique on New Bond Street today, its brand new home in London. Spread over three glittering floors, the space encapsulates sleek and modern design, complemented by classical touches that nod to the label's Roman heritage.

And there's another way to celebrate the brand's arrival on these shores too. At 6pm today, Fendi will launch a project to auction off several of its most recent handbag hit, the Peekaboo (which features leather inlaid eyes in the interior, so that the open bag looks like a grinning face - WE KNOW), as designed by a host of inspirational women for the charity Kids Company, which works with inner city children from deprived backgrounds.

The charity's founder Camilla Batmanghelidjh has worked on a bag, Gwyneth Paltrow has too – while singer Adele, Cara Delevingne, Naomie Harris and journalist Kate Adie have also put their signatures on a sac a main, an illustrative spread of successful and inspirational women from across several walks of life.

It's a theme close to Sylvia Venturini Fendi's (of the house's founding family) heart, as the daughter of one of the five famous Fendi sisters, who took the label from humble origins to the international power it is today, and the mother of Delfina Delletrez, the innovative jewellery designer whose name features increasingly in fashion circles and beyond.

'Growing up in a family of strong and pioneering females, I am excited that iconic women – leaders in their own fields – have been involved in this project,' she says, ont he day of the store's opening and the auction's kick off. 'This project will not only allow Fendi to work with these incredible women, but also to raise valuable funds for Kids Company and help support their important work.'

You can see more of the bags available for auction here, and bidding starts at 6pm today.

The new London boutique also features a 'baguette wall', decorated with the label's iconic dinky shoulder bag, as popularised by Samantha in Sex and the City but well ensconced in the accessories canon when it comes to It-bags and sheer diversity of design. They come in fur, sequins, leather, fringed, tasselled, silk or hand-embroidered – to see the wall is to sink straight into Fendi's sumptuous hyper-luxe reality.

Fendi, 141 New Bond Street, London W1S 2BS