Fendi Reinvents the Mamma Baguette with Jade Thirlwall

Fendi reinvents its iconic bag with the new Mamma Baguette, starring Jade Thirlwall in a campaign that blends nostalgia and modernity.

It’s been over 25 years since Fendi’s iconic Baguette took the fashion world by storm. Now, the Italian house revisits its legacy with a new version: the Mamma Baguette, a softer, more structured design that preserves the essence of the original bag. For its launch, the brand has chosen Jade Thirlwall, the British star who perfectly embodies the versatile and sophisticated spirit of the accessory.

The singer, who attended the brand’s Spring/Summer 2025 show, fronts the campaign directed by the Scandebergs duo, bringing her personal touch to this reinterpretation of a classic. Her connection with the bag goes beyond fashion: like many, her first memory of the Baguette is linked to Sex and the City, when Carrie Bradshaw corrected a thief with the iconic line, “It’s not a bag, it’s a Baguette.”

The new Mamma Baguette retains signature details such as the flap and FF logo clasp but adds a drawstring closure and ultra-soft nappa leather. It’s available in various sizes and colours, including an elegant matcha green—a contemporary twist on a timeless essential.