Some fashion objects define an era. Others create their own. For FENDI, the Baguette® belongs firmly to the latter. First introduced in the late 1990s during a moment dominated by minimalism, the House’s now-iconic silhouette arrived with a different point of view compact in scale yet expressive in attitude, designed to sit effortlessly under the arm while carrying far more than essentials.

Rather than conforming to the clean lines and restraint of the period, the Baguette® became an act of rebellion. Through unexpected colour combinations, experimental materials, and extraordinary craftsmanship, it transformed into a symbol of individuality and self-expression and ultimately one of fashion’s most recognisable cultural icons.

Today, FENDI revisits that spirit in a new campaign celebrating the Baguette® as a reflection of personality rather than simply an accessory. Captured by photographer Bibi Borthwick and set to Addison Rae’s Fame is a Gun, the campaign brings together Sarah Jessica Parker, Bang Chan, Emma D’Arcy, Song Yuqi, Sophie Thatcher, Jessica Alba, Ren Meguro, Iris Law, Tecla Insolia, and MINA.

Each subject appears with a Baguette® chosen to reflect their own identity in that moment. Intimate and spontaneous in approach, the campaign allows movement and personality to shape the imagery, creating personal declarations around the object itself “it’s mine”, “it’s my attitude”, “it’s controlled chaos”, “it’s family”, “it’s history”, and perhaps most famously, “it’s not a bag, it’s a Baguette®” a direct nod to the iconic line spoken by Carrie Bradshaw in Sex and the City.

Marking a new chapter, 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, launching worldwide on 16 July 2026.