“It’s Not a Bag, It’s a Baguette”: FENDI’s Latest All-Star Campaign

Sarah Jessica Parker, Bang Chan and Emma D'Arcy front a new celebration of the house's most iconic bag

FENDI is turning the spotlight back onto one of fashion’s most iconic accessories, unveiling a new campaign dedicated to the Baguette. Bringing together a cast that spans film, music and fashion, the campaign stars Sarah Jessica Parker, Bang Chan, Emma D’Arcy, Song Yuqi, Sophie Thatcher, Jessica Alba, Ren Meguro, Iris Law, Tecla Insolia and MINA.

Photographed by Bibi Borthwick and set to Addison Rae’s track Fame is a Gun, the campaign explores the Baguette as a symbol of individuality and self-expression. Each participant is paired with a version of the bag that reflects their own personality, reinforcing the accessory’s status as more than just a fashion item.

It was only fitting that Sarah Jessica Parker lead the all-star line-up. Her appearance serves as a nod to one of the Baguette’s most memorable cultural moments, revisiting the iconic “It’s not a bag, it’s a Baguette” line delivered by her character Carrie Bradshaw in Sex and the City, further cementing the style’s place in fashion history.

The launch also marks a new chapter for the house, with the Baguette returning to its original silhouette under the direction of Maria Grazia Chiuri for FENDI’s Fall/Winter 2026-27 collection. The campaign debuted digitally on 16th June, with the updated Baguette set to launch globally on 16th July.