Fendi has brought back one of Y2K’s most important fashion pieces: the iconic Spy Bag, known for its silhouette and gorgeously detailed craftmanship.

Launching for a whole new generation, Fendi wants to ensure we also get to explore the city and dance the night away with our belongings safely kept inside the Spy Bag. The digital campaign stars the public’s favourites: Amelia Gray, Xiao Wen Ju, and Gabbriette. It was directed by  Stevie Dance and styled by Anna Trevelyan, with the campaign coming together through the amazing talent and personality of each member who took part in it.

The name of the bag alludes to its secret compartment– a hidden pocket under the flap, a cheeky addition that only the owner knows about. “I liked the idea of the secret compartment because a bag is a place where you keep your most intimate belongings. It’s an extension of yourself,” states Silvia Venturini Fendi. “If you open a bag and see what’s inside, you can read a person. I like that there might be something you’d want to keep just for you, that’s why I conceived the hidden pocket.”

The reimagined edition is offered in two sizes, Regular (for the day) and Small (for the night). The smooth leather editions come in chocolate brown, dark honey, and black, complemented by small ones in pink, green, and yellow. Shearling versions come in earthy tones of tartufo and beige.

The relaunch of this bag shows Fendi’s appreciation for honoring its past while still focusing on the future. FENDI Spy Bag launched with the Women’s and Men’s Fall/Winter 2025-26 collection, and will be available in selected boutiques worldwide and on fendi.com starting from July 17th, 2025.