Few accessories have moved beyond fashion to become objects of cultural memory. The FENDI Baguette® is one of them. Introduced in the late 1990s, the bag emerged at a time when minimalism dominated wardrobes, yet its identity was built on doing the opposite embracing craft, colour, experimentation, and personality.

Compact by design but expressive in execution, the Baguette® became a canvas for materials, artisanal techniques, and visual storytelling. More than an accessory, it evolved into a collectible object one that reflected the individuality of the person carrying it.

For its latest campaign, FENDI reconsiders the Baguette® through the lens of self-expression. Photographed by Bibi Borthwick and accompanied by Addison Rae’s Fame is a Gun, the campaign features Sarah Jessica Parker, Bang Chan, Emma D’Arcy, Song Yuqi, Sophie Thatcher, Jessica Alba, Ren Meguro, Iris Law, Tecla Insolia, and MINA, each selecting a version of the Baguette® that resonates with their own perspective.

The campaign’s quiet proposition is simple: luxury becomes most meaningful when it feels personal. Statements including “it’s mine”, “it’s history”, and “it’s my attitude” reinforce the Baguette® not as a trend object but as something lived with and interpreted individually.

Returning to its original silhouette and style code 26424, the Baguette® reappears under the creative direction of Maria Grazia Chiuri for FENDI Fall/Winter 2026–27 and launches globally on 16 July 2026.