Picture late 1990s, when minimalism was in and everything was so much simpler. That was when the Baguette® was first conceived. The famed Fendi bag was designed by artistic director and third-generation family member Silvia Venturini Fendi in 1997, and though it is not as tasty as its gluten-full namesake, it lasts longer and leaves you always looking stylish.

Fendi has said the style was inspired by “French bread, traditionally carried under the arm.” Its silhouette was not only small and simple, but purposeful. It was only for the essentials and could easily fit under your arm. But as we know, you don’t make history by blending in, but by being loudly, unapologetically true to yourself. 

Thus, the Baguette® defied the aesthetics of the time. It couldn’t stand to be overly clean and monochromatic and instead, chose to be covered with bold color contrasts, brilliant craft techniques and an experimental use of materials. Only by defying every standard of the time could the Baguette® become a trademark of the House’s reputation for non-conformity as well as its own cult object of desire for anyone who wants to make a statement.

Today, this spirit of craftsmanship and self-expression is embodied in a new campaign featuring Sarah Jessica Parker, FENDI Ambassador Bang Chan, Emma D’Arcy, FENDI Ambassador Song Yuqi, Sophie Thatcher, Jessica Alba, FENDI Ambassador Ren Meguro, Iris Law, Tecla Insolia, and FENDI Ambassador MINA. 

Captured by photographer Bibi Borthwick to the soundtrack of “Fame is a Gun” by Addison Rae playing in the background, the campaign portrays each subject with a Baguette® of their choosing, one that best represents them, at least in that moment, and the statement they want to make. 

To create an intimate yet spontaneous scene, Borthwick cultivated an environment that inspired each subject to move and express themselves as they typically would, centering each subject’s personality and relationship with the Baguette®.

Now, the Baguette® is brazenly back. It has declared its place among the lives of its wearers. The subjects of the campaign making their own personal statements with their Baguette®: “it’s mine”, “it’s my attitude”, “it’s controlled chaos”, “it’s family”, “it’s history” and, of course, “it’s not a bag, it’s a Baguette®”, in a nod to her Sarah Jessica Parker’s iconic Sex and the City line as Carrie Bradshaw.

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, her first with FENDI. The Baguette® launches worldwide on July 16, 2026.