FENDI brings together Sarah Jessica Parker, Bang Chan, Emma D’Arcy, Song Yuqi, Sophie Thatcher, Jessica Alba, Ren Meguro, Iris Law, Tecla Insolia and MINA for a new Baguette campaign centered on ownership, attitude and individual expression. Photographer Bibi Borthwick captures each figure with a version of the bag chosen to represent them in that moment.
BAGS
The campaign draws its title from “It’s not a bag, it’s a Baguette,” the familiar line that Parker’s character Carrie Bradshaw delivers in Sex and the City. FENDI extends that phrase through a series of personal responses from the cast. Their descriptions include “it’s mine,” “it’s my attitude,” “it’s controlled chaos,” “it’s family” and “it’s history.”
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The varied responses connect attitude, family, history and controlled chaos to the same compact form. FENDI presents the bag as a personal selection shaped by a wearer’s mood, style and relationship to fashion. That idea follows the Baguette from its late-1990s debut into its return under Chiuri.
Borthwick encouraged spontaneous movement and natural interaction during the shoot. Her approach keeps each personality in focus and records the ways the cast carry, hold and respond to their chosen Baguette. Addison Rae’s “Fame is a Gun” provides the campaign soundtrack and gives the images an accompanying musical pulse.
FENDI first introduced the Baguette in the late 1990s, when minimalism dominated fashion. Its compact silhouette carried daily essentials under the arm. Color, decorative techniques and experimental materials gave the design its distinct identity. Through vivid combinations and detailed handwork, the bag challenged the clean monochromatic direction that shaped fashion at the time. It quickly gained cult status and became a vehicle for personal style.
The new cast connects the design with film, television, music and fashion. Parker returns to the Baguette through her long association with Carrie Bradshaw. Bang Chan joins as an artist, producer and leader of Stray Kids. Emma D’Arcy appears following their work as Princess Rhaenyra Targaryen in House of the Dragon. Song Yuqi brings her experience as a singer-songwriter, solo artist and member of i-dle.
Sophie Thatcher contributes her work in television, film and music. Jessica Alba joins as an actor, producer and entrepreneur. Ren Meguro represents his careers as a member of Snow Man and an actor. Iris Law brings her work in modelling and acting. Tecla Insolia joins from Italian cinema, and MINA appears through her roles in TWICE and MISAMO.
The project also marks a new stage for the Baguette under Maria Grazia Chiuri. For the Fall Winter 2026.27 collection, her first for FENDI, Chiuri restores the original silhouette and style code 26424. This return places the design’s initial proportions within her opening collection for the House. The House will launch the Fall Winter 2026.27 Baguette worldwide on July 16, 2026.
