The fashion world is abuzz as Fendi’s legendary Baguette bag makes a triumphant return to the global spotlight, anchored by a new, high-profile campaign featuring a constellation of Hollywood stars, international models, and K-pop sensations. This significant relaunch marks a pivotal moment for the Italian luxury house, serving as the inaugural major campaign orchestrated under the direction of its recently installed Chief Creative Officer, Maria Grazia Chiuri, who rejoined Fendi in 2025. The initiative, which premiered digitally on Tuesday alongside Fendi’s Fall/Winter 2026-27 collection, is a strategic move to re-establish the Baguette’s iconic status and reaffirm Fendi’s heritage in the ever-evolving landscape of luxury fashion.
Maria Grazia Chiuri’s Visionary Return to Fendi
Maria Grazia Chiuri’s return to Fendi in 2025, after nearly a decade at Dior where she championed feminist narratives and empowered designs, signifies a homecoming of profound importance. Chiuri began her illustrious career at Fendi, where she played a crucial role in the initial development and success of the Baguette bag, first introduced in 1997. Her re-appointment as Chief Creative Officer has been widely anticipated, with industry observers keen to witness how her distinctive vision, honed through years at one of the world’s leading couture houses, would be applied to Fendi’s rich heritage. This campaign is her first major declaration, clearly signaling a strategic pivot towards celebrating the brand’s enduring icons while infusing them with contemporary relevance.
In a recent interview with WWD, Chiuri articulated her rationale for reviving and re-editing the Baguette, emphasizing a desire to "take it back to the origins." She elaborated on the bag’s unique genesis, stating, "The Baguette marked an era. Many think it’s because it was trending [at a certain point] but in truth it’s a very peculiar project because it stems from the ability to bring together ateliers with different backgrounds, so leather goods and clothing.” This statement underscores her commitment to the craftsmanship and innovative spirit that defined the Baguette’s initial success, highlighting the intricate blend of leather expertise and sartorial artistry that underpins its design. Her vision is not merely about reissuing a popular item but recontextualizing it, ensuring its original essence resonates with a new generation while honoring its storied past.
The Baguette’s Enduring Legacy: From ‘It Bag’ to Cultural Phenomenon
The Fendi Baguette holds a singular place in fashion history, widely credited as the original "it bag." Launched in 1997 by Silvia Venturini Fendi, its distinctive compact, rectangular silhouette, designed to be carried snugly under the arm like a French baguette, quickly captivated the fashion elite and the public alike. Its rise coincided with a burgeoning era of celebrity culture and the democratization of luxury fashion, becoming a symbol of status and style.
The bag’s apotheosis came with its frequent appearances on the hit HBO series Sex and the City, particularly on the arm of Carrie Bradshaw, portrayed by Sarah Jessica Parker. Bradshaw’s iconic line, "It’s not a bag, it’s a Baguette," cemented its place in pop culture lexicon, transforming it from a mere accessory into a character in its own right. This cultural cachet was unprecedented for a handbag and propelled the Baguette into a league of its own, inspiring countless imitations and solidifying the concept of the "it bag" for decades to come. Its diverse iterations, from sequined and embroidered to fur-trimmed and exotic leather versions, showcased Fendi’s unparalleled craftsmanship and creative versatility, allowing the bag to evolve while retaining its core identity. The Baguette’s consistent appearance in fashion editorials, red carpets, and street style photography throughout the late 90s and early 2000s underscored its pervasive influence, making it a tangible piece of fashion history.
A Star-Studded Ensemble: Crafting Global Appeal
The new campaign strategically leverages a diverse and globally appealing cast to reflect the Baguette’s enduring and universal appeal. Hollywood stalwarts like Sarah Jessica Parker, who famously immortalized the bag on Sex and the City, and Jessica Alba, a prominent actress and entrepreneur, lend a sense of established glamour and nostalgic resonance. Parker’s inclusion, in particular, is a direct nod to the bag’s most iconic moment, her presence acting as a bridge between its past glory and its renewed present.
The campaign further expands its reach by featuring a new generation of talent that transcends geographical and cultural boundaries. Emma D’Arcy, known for their breakout role in House of the Dragon, and Sophie Thatcher of Yellowjackets fame, represent the cutting edge of contemporary acting, appealing to younger, digitally native audiences. Models like Iris Law bring high-fashion credibility and youthful vibrancy. The inclusion of K-pop breakouts Bang Chan of Stray Kids, Song Yuqi of (G)I-DLE, and Mina of Twice, alongside Japanese actor Ren Meguro of Snow Man, speaks volumes about Fendi’s ambition to tap into the immense influence of East Asian pop culture and its global fanbase. Italian singer Tecla Insolia further diversifies the cast, adding a European artistic flair.
Photographed by the acclaimed Bibi Borthwick, known for her intimate and authentic portraiture, the campaign aims to capture the individuality of each star. The visual narrative is set to the evocative soundtrack of Addison Rae’s "Fame is a Gun," lending a contemporary, slightly rebellious edge to the luxury narrative. This deliberate casting strategy underscores a conscious effort by Fendi to connect with a broad demographic, from long-time luxury consumers to emerging fashion enthusiasts across different continents, recognizing the power of celebrity endorsement in today’s interconnected world.
Beyond the Bag: A Narrative of Individuality and Cultural Relevance
The campaign’s creative direction goes beyond simply showcasing a product; it weaves a narrative around personal expression and individuality. Each campaign subject was encouraged to pose with a Baguette of their choosing, allowing them to imbue the accessory with their own unique personality and style. This approach is reflected in a series of evocative statements associated with the campaign, such as "it’s mine," "it’s my attitude," "it’s controlled chaos," "it’s family," "it’s history," and, most notably, "it’s not a bag, it’s a Baguette."
These taglines articulate the multifaceted relationship individuals have with their accessories, positioning the Baguette not just as a functional item but as an extension of identity, a vessel for personal stories, and a symbol of confidence. The emphasis on "individuality" aligns with current consumer trends, where personal style and authenticity are increasingly valued over overt brand displays. By inviting the stars to choose their Baguette and express what it means to them, Fendi effectively transforms the campaign into a celebration of diverse interpretations of luxury, appealing to a consumer base that seeks both heritage and personal resonance in their purchases. This strategy moves beyond traditional product advertising, fostering a deeper, more emotional connection with the brand.
Strategic Revival in a Dynamic Luxury Market
The timing of the Baguette’s revival is highly strategic within the current luxury market landscape. The fashion industry is experiencing a strong resurgence of archival pieces and a nostalgic yearning for the late 90s and early 2000s aesthetics. Consumers are increasingly drawn to items with established heritage and recognizable cultural significance, seeking investment pieces that transcend fleeting trends. The Baguette, with its rich history and undeniable cultural impact, is perfectly positioned to capitalize on this trend.
Moreover, the luxury market is becoming increasingly globalized, with significant growth drivers coming from Asia, particularly China and South Korea. Fendi’s deliberate inclusion of prominent K-pop and Japanese celebrities in the campaign directly addresses this shift, aiming to strengthen its presence and appeal in these critical markets. This globalized approach to marketing is crucial for luxury brands seeking to maintain relevance and drive growth in an intensely competitive environment. The Baguette’s return also aligns with a broader industry trend of "quiet luxury" alongside bold statement pieces, offering versatile options that can cater to both aesthetics. By re-editing the Baguette and bringing it "back to its origins," Chiuri is not only appealing to nostalgia but also reinforcing the timeless design principles that made it a classic in the first place, ensuring it feels both fresh and familiar.
The Intersection of Fashion, Pop Culture, and Global Reach
The campaign brilliantly illustrates the symbiotic relationship between high fashion and pop culture. By featuring a mix of established and emerging stars from film, television, music, and modeling, Fendi is ensuring broad visibility and cultural penetration. Sarah Jessica Parker’s involvement instantly triggers recognition and emotional connection for a generation who grew up watching Sex and the City. Simultaneously, K-pop idols like Bang Chan and Song Yuqi bring with them dedicated, highly engaged global fan bases who actively follow their idols’ fashion choices and influence purchasing decisions among younger demographics.
This multi-faceted approach to celebrity endorsement maximizes reach across various media channels and demographics. The digital premiere of the campaign on Tuesday further emphasizes Fendi’s understanding of contemporary media consumption, where social media and online platforms are paramount for disseminating content and engaging with audiences. The campaign’s ability to bridge different cultural spheres—from Hollywood glamour to the dynamic world of K-pop—demonstrates a sophisticated understanding of how modern luxury brands must operate to achieve truly global resonance. The Baguette, therefore, becomes more than just a bag; it becomes a cultural touchstone, reinterpreted and celebrated by a diverse array of global icons.
The Future Trajectory: Implications for Fendi and the Luxury Industry
The relaunch of the Fendi Baguette under Maria Grazia Chiuri’s leadership is poised to have significant implications for the brand and potentially influence broader luxury industry trends. For Fendi, this campaign is a clear statement of intent: a reaffirmation of its core identity, a celebration of its iconic designs, and a strategic move to solidify its position as a leading luxury house. By reviving a beloved classic with a fresh perspective, Fendi aims to drive both sales and brand desirability, attracting new customers while re-engaging loyalists.
The success of this campaign could also set a precedent for other luxury brands looking to re-energize their heritage pieces. The meticulous balance between nostalgia and contemporary relevance, coupled with a globally inclusive casting strategy, offers a blueprint for how to successfully navigate the complexities of modern luxury marketing. As consumers continue to seek authenticity, craftsmanship, and a connection to cultural narratives, brands that can effectively tell their stories through iconic products and diverse voices will likely thrive. The Baguette’s return signals a period of renewed focus on brand legacy, expertly intertwined with the dynamic forces of celebrity, global culture, and digital engagement, promising an exciting new chapter for Fendi and its timeless "it bag."
The Campaign Unveiled: A Closer Look at the Stars
The digital premiere on Tuesday offered a comprehensive look at the stunning visuals captured by Bibi Borthwick, showcasing each personality with their chosen Baguette. The campaign images feature:
- Sarah Jessica Parker: Posing with a Baguette, her image evokes the iconic status she helped solidify for the bag.
- Bang Chan: The K-pop star of Stray Kids brings a contemporary, global appeal to the campaign.
- Emma D’Arcy: The House of the Dragon star embodies modern elegance and individuality.
- Song Yuqi: The K-pop star of (G)I-DLE contributes to the campaign’s significant East Asian outreach.
- Sophie Thatcher: Known for Yellowjackets and Companion, Thatcher, who is also set to star in Nicolas Winding Refn’s Elle, represents emerging Hollywood talent.
- Jessica Alba: Her presence adds a touch of established Hollywood glamour; she is also slated to appear in Maserati: The Brothers with Al Pacino and Anthony Hopkins, and Justin Chadwick’s The Mark.
- Ren Meguro: The Snow Man breakout, who will next be seen in Shōgun, further expands the campaign’s reach into the Japanese market.
- Iris Law: A prominent model with campaigns for Versace, Saint Laurent, Jacquemus, and Jimmy Choo under her belt, she brings high-fashion credibility.
- Tecla Insolia: The Italian star of Sky series The Art of Joy, directed by Valeria Golino, adds European artistic talent to the roster.
- Mina: The Twice star reinforces the campaign’s strong connection to the influential K-pop phenomenon.
Each image, meticulously captured, underscores the campaign’s central theme of individuality, presenting the Baguette as a versatile accessory that adapts to the wearer’s unique style and narrative.
