First imagined in the late 1990s, the Baguette® emerged during an era of minimalism. Its silhouette was conceived to be small and simple, designed to be carried effortlessly under the arm. Yet conformity was never part of its story. Staying true to FENDI’s DNA, the Baguette® rebelled against the aesthetic codes of its time, breaking away from clean, monochromatic conventions through bold colour combinations, exceptional craftsmanship, and experimental materials. Today, that spirit comes alive in a new campaign celebrating the Baguette® 26424—an unapologetic expression of craftsmanship, creativity, and individuality.
The campaign stars Sarah Jessica Parker, Bang Chan, Emma D’Arcy, Song Yuqi, Sophie Thatcher, Jessica Alba, Ren Meguro, Iris Law, Tecla Insolia, and MINA. Captured by photographer Bibi Borthwick and set to Addison Rae’s Fame is a Gun, the campaign pairs each personality with a Baguette® that reflects who they are in that moment.
Encouraging spontaneity and authenticity, Borthwick created an environment that allowed each subject’s unique relationship with the Baguette® to take centre stage. The result is a series of personal declarations: “it’s mine,” “it’s my attitude,” “it’s controlled chaos,” “it’s family,” and “it’s history.”
And, of course, one statement remains timeless: “It’s not a bag, it’s a Baguette®” — a nod to the iconic line made famous by Carrie Bradshaw in Sex and the City.
The Baguette® returns to its original silhouette and style code, 26424, under the direction of Maria Grazia Chiuri for the Fall/Winter 2026-27 collection, her first for FENDI, launching worldwide on July 16, 2026.
Jessica Alba
Ren Meguro
MINA
Song Yuqi
Bang Chan
Sophie Thatcher
Tecla Insolia
