Beloved by bag-obsessed fashion muses from Carrie Bradshaw to Jacob Elordi, the Fendi Baguette is utterly iconic.
Designed in the minimalist era of the ’90s, it was the statement purse that rebelled against popular styles. Small, sleek, and tuckable beneath the arm—yet crafted with experimental colour palettes and innovative materials, the Baguette became what Fendi calls “an instant cult object of desire,” for those who boldly pushed back against existing fashion trends.
Fast forward decades later, and chief creative officer Maria Grazia Chiuri returns to the purse’s original silhouette, launching as part of her first fall/winter 2026-27 ready-to-wear collection for the House.
Shot by Bibi Borthwick, the new Baguette 26424 campaign shimmers with stars: There’s Sarah Jessica Parker, Jessica Alba, Emma D’Arcy, Sophie Thatcher, Iris Law and Tecla Insolia, as well as Fendi Ambassadors Bang Chan, Song Yuqi, Ren Meguro, and Mina. Each celebrity poses with the version of the purse they feel best represents them, reciting lines like “it’s controlled chaos” and “it’s not a bag, it’s a Baguette,” the latter being a cheeky nod to Parker—er, Bradshaw’s oft-quoted line from Sex and the City. The soundtrack to the launch? Addison Rae’s synth-pop hit, “Fame is a Gun.”
Source : https://www.ellecanada.com/fashion/fendi-baguette-celebrity-campaign
