Fendi Brings Back The OG Baguette Bag With Its Newest Campaign

“It’s not a bag, it’s a Baguette!” said the iconic Carrie Bradshaw, as she fiercely clutched her purple-sequined Fendi purse during a mugging scene in season three of Sex and the City. That single line cemented the Fendi Baguette into pop-culture history, making it one of fashion’s most enduring it-bags to this day.

Since its debut in 1997, the Baguette has always been a bit of a rebel. Designed to sit neatly under the arm – much like its namesake French bread – the Baguette’s sleek, compact silhouette contrasted with its vivid colorways, innovative craftsmanship and experimental materials, quickly becoming a cult-favourite statement piece that boldly defied the stark minimalism of the 1990s.

Now, nearly three decades later, Fendi is bringing that same unapologetic spirit back into the spotlight with its latest campaign dedicated to the Baguette.

Leading the campaign are global ambassadors Bang Chan, Song Yuqi, Ren Meguro and Mina, alongside longtime friends of the House, Jessica Alba, Emma D’Arcy, Sophie Thatcher, Iris Law and Tecla Insolia. And naturally, the lineup wouldn’t be complete without the one and only Carrie Bradshaw actress herself: Sarah Jessica Parker.

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Captured through the lens of photographer Bibi Borthwick and accompanied by the addictive beat of Addison Rae’s “Fame is a Gun”, the campaign videos feature each star paired with a Baguette that best represents them. Across a series of captivating vignettes, they deliver bold declarations such as “it’s mine”, “it’s my attitude”, “it’s controlled chaos”, “it’s family”, “it’s history” – culminating, of course, with the titular phrase, “It’s not a bag, it’s a Baguette.”

In what feels like a full circle moment, this campaign marks the return of the Baguette to its original 1997 silhouette, under the creative direction of Maria Grazia Chiuri for her first ever Fall/Winter 2026-27 collection for Fendi.

Check out Fendi’s full Baguette range here.