The Italian maison reimagines one of fashion’s most iconic accessories with an international cast led by Sarah Jessica Parker.
Few accessories have transcended the world of fashion to become genuine pieces of pop culture quite like the Fendi Baguette. Nearly three decades after transforming handbag design forever, the legendary accessory begins a new chapter by returning to the silhouette that made it a global phenomenon. To mark the occasion, Fendi has brought together some of today’s most influential personalities in a campaign fronted by Sarah Jessica Parker, the woman who immortalised the line that forever changed the bag’s legacy: “It’s not a bag, it’s a Baguette.”
The relaunch coincides with a renewed creative vision led by Maria Grazia Chiuri, who has chosen to revisit the original design first introduced in 1997. The updated version restores the bag’s original proportions and artisanal spirit, honouring the creation developed alongside Silvia Venturini Fendi and Pierpaolo Piccioli, while celebrating a vision of luxury rooted in exceptional Italian leather craftsmanship.
Originally inspired by the effortless way Parisian women carried freshly baked baguettes tucked beneath their arms, the Fendi Baguette challenged the minimalist aesthetic dominating the late 1990s with its compact proportions, bold personality and unmistakable design. Over the years, the handbag has appeared in countless reinterpretations, but this latest edition aims to recapture the essence that established it as one of the most desirable accessories in fashion history.
The campaign embraces the idea that every wearer develops a personal relationship with the bag. Alongside Sarah Jessica Parker, the cast includes Jessica Alba, Emma D’Arcy, Iris Law, Tecla Insolia, Sophie Thatcher, ambassadors Song Yuqi and Mina, as well as ambassadors Bang Chan and Ren Meguro. Each brings an individual interpretation of the Baguette, reinforcing its status as a symbol of personal style, creativity and self-expression.
Accompanied by Addison Rae’s track ‘Fame Is a Gun’, the campaign blends contemporary visual storytelling with subtle references to the house’s rich heritage, creating imagery that connects multiple generations of fashion enthusiasts while reaffirming the enduring cultural relevance of the iconic handbag.
The relaunch also represents one of the first defining milestones of Maria Grazia Chiuri’s creative direction at the Italian house. Her debut Autumn/Winter 2026–27 collection, unveiled during Milan Fashion Week, had already hinted at the return of the legendary design under the 26424 code, a reference that revisits the original philosophy behind the bag and the close collaboration between the maison’s ready-to-wear and leather goods ateliers.
