Italian luxury house FENDI unveiled a new global campaign on June 16, spotlighting its iconic Baguette® bag, a symbol of the Maison’s craftsmanship and spirit of self-expression.
The campaign features Sarah Jessica Parker, Jessica Alba, Emma D’Arcy, Iris Law, Sophie Thatcher, and Tecla Insolia, alongside FENDI brand ambassadors MINA, Ren Meguro, Yuqi, and Bang Chan.
Summary
- FENDI has unveiled a new global campaign celebrating its iconic Baguette® bag
- The campaign features brand ambassadors MINA, Ren Meguro, Yuqi, and Bang Chan, alongside Sarah Jessica Parker, Jessica Alba, Iris Law, Emma D’Arcy, Sophie Thatcher, and Tecla Insolia
- Photographed by Bibi Borthwick and set to Addison Rae’s “Fame is a Gun,” the campaign highlights personal expression through the Baguette®
- The campaign pays tribute to the bag’s cultural legacy, including the iconic “It’s not a bag, it’s a Baguette®” reference from Sex and the City
- The new Baguette® from FENDI’s Fall/Winter 2026–27 collection is now available worldwide
The Baguette®: An Enduring Symbol of Self-Expression
Introduced in the late 1990s, the Baguette® has become one of FENDI’s most recognizable creations.
Launched during an era dominated by minimalism, the compact shoulder bag stood out through its bold design language, vibrant color combinations, exceptional craftsmanship, and innovative use of materials. Rather than blending into prevailing fashion trends, the Baguette® established its own identity and quickly became a cultural phenomenon.
Over the years, the bag has evolved beyond an accessory to become a symbol of individuality and personal expression, earning a devoted following among fashion enthusiasts worldwide.
A Global Cast of Cultural Icons
Photographed by Bibi Borthwick and set to Addison Rae’s “Fame is a Gun,” the campaign presents each featured personality alongside the Baguette® that best reflects their character and style.
Through a series of portraits and films, the cast shares their personal interpretation of the iconic bag.
“It’s mine.”
“It’s my attitude.”
“It’s controlled chaos.”
“It’s family.”
“It’s history.”
These statements highlight the emotional and cultural significance that the Baguette® holds for each individual.
The campaign also pays tribute to one of fashion’s most memorable pop culture moments. Referencing Sarah Jessica Parker’s portrayal of Carrie Bradshaw in Sex and the City, the campaign reprises the iconic line:
“It’s not a bag, it’s a Baguette®.”
The New Baguette® Launches July 16
The latest iteration of the Baguette® was introduced as part of FENDI’s Fall/Winter 2026–27 collection, the first collection created for the Maison by Maria Grazia Chiuri.
The design revisits the original silhouette and the historic “Style Code 26424,” while reinterpreting the iconic bag through a contemporary lens.
The new Baguette® became available worldwide on July 16, 2026.
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