Sarah Jessica Parker, Jessica Alba and K-pop stars make their debut in Fendi’s small bag campaign

Fendi’s original ‘it bag’ is back in the spotlight in a new star-studded campaign featuring Hollywood stars, supermodels and K-pop stars.

The baguette bag is carried by Sarah Jessica Parker, Jessica Alba, Emma D’Arcy, Sophie Thatcher, Iris Lu, Thecla Insolia, and Fendi ambassadors Bang Chan, Song Yuki, Rin Meguro and Mina. It’s the first campaign under recently appointed creative director Maria Grazia Chiuri, who began her career at Fendi where she helped develop the Baguette bag. She returned to Fendi after leaving Dior in 2025, having spent nearly a decade there.

The bag’s striking silhouette stands out in more ways than one: campaign participants were encouraged to pose for photos with a baguette of their choice as a way to best represent themselves and their individuality through phrases such as “It’s mine,” “This is 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 Sex and the City Line uttered by Parker’s Carrie Bradshaw. The stars were captured by photographer Bebe Borthwick on the soundtrack to Addison Rae’s song “Fame is a Gun.”

The baguette got its name because it was inspired by French women who carried a baguette under their arms. In a recent interview with World Water DayChiuri noted the importance of reviving and re-editing it by “taking it back to its origins”. She added: “The baguette marked a new era. Many believe it was because it was popular [at a certain point] But in fact it is a very strange project because it stems from the ability to bring together workshops with different backgrounds, such as leather goods and clothing.

The campaign premiered digitally on Tuesday, and Baguette’s return to her original silhouette and style icon is part of Chiuri’s fall/winter 2027-2027 collection, which also bowed on Tuesday. Watch all the stars below.

Sarah Jessica Parker

Bang Chan

Emma Darcy

Song Yuqi

Sophie Thatcher

Jessica Alba

Rin Meguro

Law of iris

Tekla Insolia

enamel

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