Fendi has unveiled a new campaign dedicated to the Baguette, the House’s most iconic handbag and enduring symbol of craftsmanship and self-expression.
Captured by photographer Bibi Borthwick, the campaign brings together a diverse cast of global talents, including Sarah Jessica Parker, Jessica Alba, Bang Chan, Emma D’Arcy, Song Yuqi, Sophie Thatcher, Ren Meguro, Iris Law, Tecla Insolia and MINA. Each personality is paired with a Baguette that reflects their individual style and identity, reinforcing the bag’s long-standing connection to personal expression.
First introduced in the late 1990s, the Baguette quickly became a fashion phenomenon, standing apart from the era’s minimalist aesthetic through its bold use of colour, materials and craftsmanship. More than two decades later, it remains one of luxury fashion’s most recognisable accessories.
The campaign also marks the return of the original Baguette® silhouette under the direction of Maria Grazia Chiuri as part of Fendi’s Fall/Winter 2026-27 collection. Launching worldwide on July 16, 2026, the design revisits the bag’s signature style codes while reaffirming its place within contemporary culture.
The campaign premiered digitally on June 16, 2026.
