Sarah Jessica Parker Leads Star-studded Fendi Baguette Campaign

ORIGINAL BAGUETTE: There’s no doubt Sarah Jessica Parker contributed to cement Fendi’s Baguette place in pop culture when playing Carrie Bradshaw in “Sex and the City,” and declaring it was not simply a bag. “This isn’t a bag, it’s a Baguette,” she pleaded to her robber in season three of the iconic series.

Now Parker is reprising that assertion by fronting Fendi’s new campaign celebrating the Baguette, which bows Tuesday. However, telegraphing the importance of the campaign for the Rome-based luxury brand, the following celebrities were also tapped to endorse it: brand ambassadors Bang Chan from Stray Kids, Song Yuqi from I-dle, Ren Meguro of Snow Man and Mina of Twice, and actors Emma D’Arcy, Sophie Thatcher, Jessica Alba, Iris Law and Tecla Insolia.

Photographed by Bibi Borthwick to the soundtrack of “Fame Is a Gun” by Addison Rae, the campaign portrays each subject with a Baguette of their choosing, and making their own personal statements in relation to the bag, ranging from “it’s mine” and “it’s my attitude” to “it’s controlled chaos,” “it’s family” and “it’s history.”

The Baguette returned to its original silhouette and style code, 26424, under the direction of chief creative officer Maria Grazia Chiuri for the fall 2026 collection, her first for Fendi.

Last month, unveiling her cruise 2027 collection for the brand and a new Baguette made with parchment profiled with studded black leather, Chiuri said “we reedited that Baguette that I really loved…taking it back to the origins. The Baguette marked an era. Many think it’s because it was trending [at a certain point] but in truth it’s a very peculiar project because it stems from the ability to bring together ateliers with different backgrounds, so leather goods and clothing.”

During Milan Design Week, Fendi presented the Baguette 26424 Re-Edition exhibition at Palazzo Fendi on Via Montenapoleone.

The Baguette was first introduced in 1997 by Silvia Venturini Fendi, now the brand’s honorary president, and was inspired by Parisian women carrying their baguette loaves under their arms. The style has become a signature accessory for Fendi, revisited in myriad versions reflecting individuality — a theme echoed in the new campaign — and selling more than a million bags since its inception.