Fendi’s revered Baguette bag, a quintessential "it bag" of the late 20th century, has been dramatically relaunched into the contemporary fashion consciousness with a sweeping new campaign. This high-profile initiative features an eclectic ensemble of global tastemakers, including venerable Hollywood actresses, influential models, and burgeoning K-pop sensations, underscoring the Baguette’s enduring appeal and Fendi’s strategic global ambitions. The campaign’s unveiling also marks a significant milestone as the first major creative endeavor under the direction of Maria Grazia Chiuri, who recently returned to Fendi as its Chief Creative Officer. The digital premiere of the campaign on Tuesday, coinciding with the debut of Chiuri’s Fall/Winter 2026-27 collection, showcases the Baguette’s return to its original silhouette, captured by photographer Bibi Borthwick to the soundtrack of Addison Rae’s "Fame is a Gun."
The Genesis and Cultural Impact of an Icon
The Fendi Baguette, first introduced in 1997 by Silvia Venturini Fendi, quickly transcended its status as a mere accessory to become a global cultural phenomenon. Its distinctive, compact silhouette, designed to be carried snugly under the arm like its namesake French bread, offered a playful yet sophisticated departure from the minimalist trends dominating the mid-90s. This innovative design, combined with Fendi’s luxurious craftsmanship, propelled the Baguette into the pantheon of "it bags," a term used to describe handbags that achieve widespread desirability and often dictate seasonal trends.
Its ascent to iconic status was profoundly cemented by its prominent feature in the HBO series Sex and the City. Sarah Jessica Parker’s character, Carrie Bradshaw, frequently sported the Baguette, making it an emblem of urban chic and aspirational style for an entire generation. Bradshaw’s famous line, "It’s not a bag, it’s a Baguette," encapsulated the accessory’s unique identity and desirability, transforming it from a fashion item into a cultural touchstone. The Baguette’s success was not just about aesthetics; it represented a significant shift in luxury consumption, where handbags became central to personal expression and a powerful marker of fashion literacy. Over its initial run, the Baguette was produced in over 1,000 variations, showcasing an unprecedented range of materials, embroideries, and embellishments, from exotic leathers to intricate beading, reflecting Fendi’s unparalleled expertise in artisanal craftsmanship. This versatility allowed the Baguette to continually reinvent itself while retaining its core identity, a key factor in its sustained relevance throughout the late 1990s and early 2000s.
Maria Grazia Chiuri’s Homecoming and Creative Direction
The current campaign holds particular significance as it is the inaugural project led by Maria Grazia Chiuri in her new capacity as Fendi’s Chief Creative Officer. Chiuri’s journey with Fendi is a full-circle narrative; she began her illustrious career at the Roman house, where she played an instrumental role in the original development of the Baguette. Her deep understanding of the bag’s heritage, its intricate construction, and its cultural resonance provides a unique foundation for its contemporary revival.
After nearly a decade at Dior, where she notably served as the first female artistic director for women’s haute couture, ready-to-wear, and accessory collections, Chiuri departed in 2025 to return to her roots at Fendi. Her appointment signals a strategic move by Fendi to inject fresh creative energy while honoring its rich legacy. In a recent interview with WWD, Chiuri articulated her vision for the Baguette’s resurgence, emphasizing the importance of "taking it back to the origins" and celebrating its unique construction. She highlighted that the Baguette’s enduring appeal stemmed not merely from its trend status but from its innovative design, which successfully integrated disparate ateliers—leather goods and clothing—into a cohesive and groundbreaking product. This holistic approach to design, combining diverse artisanal skills, underscores the Baguette’s intrinsic value beyond fleeting trends. Chiuri’s leadership is widely expected to steer Fendi towards a renewed focus on its heritage, craftsmanship, and the empowerment of individual expression, echoing her previous work which often championed female narratives and authenticity. Her return marks a pivotal moment for Fendi, promising a blend of reverence for the past and a forward-looking vision.
A Global Ensemble: Faces of the New Baguette
The new campaign strategically enlists a diverse roster of influential figures, reflecting Fendi’s ambition to appeal to a broad, global audience. This meticulously curated cast, captured by acclaimed photographer Bibi Borthwick, serves to highlight the Baguette’s versatility and its capacity to resonate with diverse personalities. The lineup includes:
- Sarah Jessica Parker: Her return to the Baguette campaign is a poignant nod to its cultural touchstone status, directly referencing her iconic Sex and the City portrayal. Her presence bridges the bag’s illustrious past with its contemporary revival, offering a powerful intergenerational appeal.
- Jessica Alba: The celebrated actress and entrepreneur brings a sophisticated, modern appeal, representing a blend of Hollywood glamour and business acumen, resonating with a demographic that values both style and substance. Alba is slated to star in upcoming films such as Maserati: The Brothers alongside Al Pacino and Anthony Hopkins, and Justin Chadwick’s The Mark.
- Emma D’Arcy: Known for their breakout role in House of the Dragon, D’Arcy embodies a new generation of talent, bringing a fresh, edgy sensibility and an inclusive spirit to the campaign.
- Sophie Thatcher: The rising star from Yellowjackets and Companion adds a youthful, enigmatic presence, appealing to a demographic that values authenticity and distinctiveness. Thatcher is set to appear in Nicolas Winding Refn’s Elle.
- Iris Law: A prominent model and daughter of Jude Law, Iris represents the fusion of fashion and celebrity lineage, with a strong presence in high-fashion campaigns for brands like Versace, Saint Laurent, Jacquemus, and Jimmy Choo.
- Tecla Insolia: An Italian actress known for her work in the Sky series The Art of Joy, directed by Valeria Golino, she adds a European flair and burgeoning talent to the ensemble, broadening the campaign’s reach within European markets.
- Bang Chan (Stray Kids): As a leader of the globally successful K-pop group Stray Kids, his inclusion taps into the immense power and reach of K-pop fandoms, a crucial demographic for luxury brands seeking global expansion and cultural relevance in Asia.
- Song Yuqi ((G)I-DLE): Another influential K-pop idol, Yuqi’s participation further amplifies the campaign’s resonance across Asian markets and with a younger, digitally native audience, reinforcing Fendi’s commitment to the burgeoning K-fashion scene.
- Ren Meguro (Snow Man): A breakout star from the Japanese idol group Snow Man, Meguro’s involvement strengthens Fendi’s connection to the thriving Japanese entertainment and fashion landscape. He is also set to star in Shōgun.
- Mina (Twice): As a member of the highly popular K-pop girl group Twice, Mina’s elegance and global recognition make her a compelling face for the Baguette, reaching millions of fans worldwide.
Campaign subjects were encouraged to select a Baguette that best represented their individuality, articulating their connection through evocative statements such as "it’s mine," "it’s my attitude," "it’s controlled chaos," "it’s family," "it’s history," and the iconic "it’s not a bag, it’s a Baguette." This approach emphasizes personal storytelling and positions the bag as an extension of identity, moving beyond mere product placement to a more profound narrative of self-expression. The choice of Addison Rae’s "Fame is a Gun" as the campaign soundtrack further underscores the intersection of fashion, celebrity, and contemporary culture, adding a layer of modern relevance to the Baguette’s storied legacy.
The Fall/Winter 2026-27 Collection: A Tribute to Originality
The digital premiere of the campaign on Tuesday coincided with the unveiling of Maria Grazia Chiuri’s Fall/Winter 2026-27 collection, where the revived Baguette takes center stage. This collection marks a deliberate return to the Baguette’s original silhouette and style codes, signaling a reverence for its foundational design while reinterpreting it for the modern era. Chiuri’s design philosophy, as hinted in her WWD interview, is rooted in exploring the confluence of Fendi’s distinct artisanal strengths. The Baguette, she noted, is a testament to the ability to "bring together ateliers with different backgrounds, so leather goods and clothing."
This means the collection likely showcases the Baguette in various iterations that highlight Fendi’s mastery across textures, materials, and embellishments, from luxurious furs and intricate embroidery to innovative leather treatments and perhaps even textile integrations. The emphasis on the "original silhouette" suggests a focus on the clean lines, the distinctive flap, and the iconic FF clasp that defined the bag’s initial success. However, a contemporary re-editing would imply subtle updates in hardware, color palettes, or internal functionality to meet the demands of today’s luxury consumer, without compromising the bag’s authentic DNA. This approach is crucial for a heritage brand like Fendi, allowing it to honor its past while remaining at the forefront of fashion innovation. The collection aims to demonstrate that true style is timeless, capable of transcending fleeting trends through impeccable craftsmanship and thoughtful design.
Market Implications and Broader Industry Impact
The strategic revival of the Fendi Baguette by Maria Grazia Chiuri is a shrewd move with significant implications for both the brand and the broader luxury market. The "it bag" phenomenon, while having evolved since its late 90s/early 2000s peak, still holds considerable sway in today’s consumer landscape.
- Nostalgia and Authenticity: The fashion industry frequently cycles through trends, and the current resurgence of Y2K aesthetics makes the Baguette particularly timely. Consumers, especially younger generations discovering these trends, are drawn to authentic pieces with a rich history, which the Baguette unequivocally offers. For older generations, it evokes a powerful sense of nostalgia and a connection to a beloved fashion era.
- Brand Repositioning: For Fendi, this relaunch under a new CCO allows for a powerful brand statement. It reinforces Fendi’s heritage as a house of innovation and craftsmanship, demonstrating its ability to create enduring designs. Chiuri’s vision, rooted in the bag’s origins, can help solidify Fendi’s identity in a competitive luxury landscape, distinguishing it through a blend of heritage and contemporary relevance.
- Global Market Strategy: The diverse, multinational cast, particularly the heavy emphasis on K-pop and J-pop stars, is a clear indicator of Fendi’s focus on expanding its influence in the lucrative Asian markets. These celebrities command massive, highly engaged fan bases that translate directly into consumer interest and sales. The inclusion of Hollywood stars ensures continued relevance in Western markets, creating a truly global appeal.
- The Power of Storytelling: The campaign’s narrative, centered on individuality and personal connection to the bag, taps into a key consumer desire for products that reflect their identity rather than just status. This personalized approach can foster deeper engagement and loyalty, moving beyond transactional relationships to emotional connections with the brand.
- Economic Outlook: In a global luxury market projected to reach €530-550 billion in 2024, with handbags remaining a significant category, the Baguette’s reintroduction positions Fendi to capture a substantial share. The luxury resale market, which highly values iconic and well-preserved pieces, also benefits from such revivals, further cementing the Baguette’s status as an investment piece.
- Sustainability and Longevity: The emphasis on returning to "origins" and the Baguette’s enduring design also subtly aligns with growing consumer demand for quality, longevity, and sustainability in luxury purchases. Investing in a timeless, well-made piece reduces the perceived obsolescence of fast fashion and encourages mindful consumption.
The digital premiere strategy, leveraging online platforms and social media, ensures immediate global reach and maximizes engagement with the diverse fan bases of the campaign’s stars. This multi-pronged approach underscores Fendi’s commitment to not just reviving a product, but revitalizing its cultural significance for a new generation while honoring its legacy. The Baguette is more than just a handbag; it is a testament to Fendi’s creative prowess and a symbol of fashion’s cyclical nature, perpetually reinventing itself for new eras. The careful orchestration of this campaign, from Chiuri’s strategic return to the meticulous selection of global ambassadors, positions the Baguette to once again become a defining accessory for the contemporary luxury consumer.
Chronology of a Fashion Icon’s Journey
- 1997: The Fendi Baguette is originally launched by Silvia Venturini Fendi, introducing its distinctive under-arm silhouette and pioneering the "it bag" phenomenon.
- Late 1990s – Early 2000s: The Baguette achieves widespread global recognition, significantly popularized by its frequent appearances on Sarah Jessica Parker’s Carrie Bradshaw in Sex and the City, cementing its status as a cultural icon.
- Mid-2000s onwards: While remaining a cult classic, the Baguette experiences various iterations and design evolutions, adapting to changing fashion landscapes and maintaining a presence in Fendi’s collections.
- 2019: Fendi orchestrates a notable revival of the Baguette, celebrating its 22nd anniversary with a campaign featuring Parker, among others, further solidifying its enduring appeal and introducing it to a new generation of consumers.
- 2025: Maria Grazia Chiuri concludes her highly influential tenure as Artistic Director for women’s collections at Dior, where she spent nearly a decade, leaving a significant mark on the luxury house.
- Late 2025/Early 2026: Maria Grazia Chiuri makes a significant return to Fendi, accepting the role of Chief Creative Officer. This marks a homecoming to the house where her career began and where she contributed to the original Baguette’s development.
- Tuesday (e.g., June XX, 2026): The star-studded digital campaign for the Baguette officially premieres, alongside the debut of Maria Grazia Chiuri’s inaugural Fall/Winter 2026-27 collection for Fendi, signaling a new and exciting chapter for both the iconic bag and the esteemed luxury house.
This detailed timeline showcases the Baguette’s sustained presence in fashion history and highlights the strategic timing of its latest, high-profile reintroduction under Chiuri’s leadership. The continuous evolution and reinterpretation of such a fundamental piece underscore the dynamic nature of luxury fashion, where heritage can be continually refreshed to meet contemporary desires while maintaining a profound connection to its past.
