Sarah Jessica Parker Returns to Celebrate Fendi’s Iconic Baguette
Few fashion accessories have shaped pop culture quite like Fendi’s Baguette. More than two decades after Sarah Jessica Parker immortalized the handbag as Carrie Bradshaw in Sex and the City with the unforgettable line, “It’s not a bag, it’s a Baguette,” the actress reunites with the Roman fashion house to headline its latest global campaign.
Launching this week, the campaign celebrates the enduring legacy of the Baguette through a cast that spans Hollywood, music, and fashion. Parker is joined by Jessica Alba, Emma D’Arcy, Sophie Thatcher, Iris Law, Tecla Insolia, and Fendi ambassadors Bang Chan of Stray Kids, Song Yuqi of i-dle, Ren Meguro of Snow Man, and Mina of TWICE.
Photographed by Bibi Borthwick and set to Addison Rae’s Fame Is a Gun, the campaign presents each personality with their own interpretation of the iconic handbag. Short statements—including “It’s mine,” “It’s my attitude,” “It’s controlled chaos,” “It’s my family,” and “It’s history”—underscore the Baguette’s evolution from luxury accessory to cultural symbol.
The campaign also marks a new chapter for the house’s most recognizable handbag. Under the creative direction of Maria Grazia Chiuri, the Baguette has returned to its original silhouette and signature 26424 design code, first reintroduced for the Fall 2026 collection.
While unveiling the Resort 2027 collection, Chiuri expanded on her vision for the revival, introducing a new parchment-colored Baguette accented with black studded leather. Reflecting on the bag’s legacy, she described it as more than a fashion phenomenon.
“We brought back the Baguette that I loved so much by returning to its origins,” Chiuri said. “Many people think it succeeded simply because it became fashionable, but it was actually a very special project—one that brought together different ateliers and craftsmanship, from leather goods to fashion.”
The latest campaign reinforces what fashion has known for years: the Baguette is more than an It bag. It remains one of luxury’s most enduring design icons, and with Sarah Jessica Parker once again at its center, Fendi reminds audiences why the handbag continues to define generations of style.
