FENDI presents a new take on the Mamma Baguette bag with a fresh interpretation for Spring Summer 2025, refining its classic structure with soft, modern details. Originally a signature of the Maison, the bag returns with a contemporary approach, emphasizing both style and practicality. To introduce this latest version, FENDI collaborates with British pop star Jade Thirlwall, who brings her presence to a campaign directed by Scandebergs. The visuals are accompanied by an exclusive preview of Jade’s new song, adding a unique rhythm to the release.
The campaign follows Jade through different moments in her day, demonstrating the adaptability of the Mamma Baguette. Whether heading to work, getting ready backstage, or performing on stage, the bag remains a key part of her routine. Its ability to transition between settings underscores its practicality and refined aesthetic. The storytelling approach highlights how the bag complements various occasions.
While staying true to its original design, the updated Mamma Baguette introduces new materials and refined craftsmanship. Crafted from exceptionally soft nappa leather, the bag features a tactile drawstring closure, adding a contemporary touch. The recognizable rectangular shape, flap closure, and FF logo buckle remain, with the latter now subtly inlaid with leather as a tribute to FENDI’s expertise in leatherwork. The bag is offered in three sizes: Large, Medium, and Small, allowing for different carrying preferences, whether by hand or crossbody with its adjustable strap.
The palette includes classic shades such as dove, black, and white, as well as softer tones like pale pink, sage green, and matcha green. Select variations feature floral embroideries on beaded or suede surfaces, adding texture to the collection. A black python edition stands out, further showcasing FENDI’s mastery of materials.
With this release, FENDI continues to refine one of its most recognizable designs, ensuring its presence remains strong across generations. The Mamma Baguette will be available in select FENDI boutiques and online starting February 2025.
