Fendi Casts Sarah Jessica Parker, Jessica Alba, Ok-Pop Stars in Campaign

Fendi‘s unique “it bag” is again within the highlight in a brand new star-studded marketing campaign that includes Hollywood stars, fashions and Ok-pop breakouts.

The Baguette will get carried round by Sarah Jessica Parker, Jessica Alba, Emma D’Arcy, Sophie Thatcher, Iris Law, Tecla Insolia and Fendi ambassadors Bang Chan, Song Yuqi, Ren Meguro and Mina. It marks the primary marketing campaign beneath the route of just lately put in chief inventive officer Maria Grazia Chiuri who began her profession at Fendi the place she helped develop the Baguette. She returned to Fendi after departing Dior in 2025, after spending almost a decade there.

The bag’s putting silhouette stands out in a couple of method: Campaign topics have been inspired to pose with a Baguette of their selecting as a solution to finest symbolize themselves and individuality throughout such statements as “it’s mine,” “it’s my attitude,” “it’s controlled chaos,” “it’s family,” “it’s history” and “it’s not a bag, it’s a Baguette,” the latter a nod to a Sex and the City line uttered by Parker’s Carrie Bradshaw. The stars have been captured by photographer Bibi Borthwick to the soundtrack of Addison Rae’s “Fame is a Gun.”

The Baguette received its identify as a result of it was reportedly impressed by French ladies carrying a baguette beneath their arms. In a current interview with WWD, Chiuri famous the relevance of reviving it and re-editing it by “taking it back to the origins.” She added, “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.”

The marketing campaign premiered digitally on Tuesday, and the Baguette’s return to its unique silhouette and elegance code is part of Chiuri’s fall/winter 2027-27 assortment, which additionally bowed Tuesday. See all the celebs beneath.

Sarah Jessica Parker

Bang Chan

Emma D’Arcy

Song Yuqi

Sophie Thatcher

Jessica Alba

Ren Meguro

Iris Law

Tecla Insolia

Mina