The OG Fendi Baguette Is Back!

The Fendi Baguette is back—although, arguably, it never really went away.

For her debut collection at the house, newly appointed creative director Maria Grazia Chiuri revisits the bag’s original silhouette and style code (26424), bringing one of fashion’s most recognizable accessories back to its roots.

Photographed by Bibi Borthwick, the campaign stars Sex and the City icon Sarah Jessica Parker alongside house ambassadors Mina of TWICE, Song Yuqi, Bang Chan of Stray Kids, Ren Maguro, and more. In a press statement, the Roman fashion house described the project as “a renewed declaration of the Baguette® and its place in the lives of those who wear it.”

The Baguette was first introduced to the public eye in the late 1990s. At a time when minimalism dominated the scene, its arrival stood in stark contrast to the trends that defined the milieu.

Characterized by bold flashes of colors, maximalist prints, and shimmering embellishments, the purse quickly carved out a niche of its own and soon became a cult classic.

Over the years, the Baguette became a marker of personal style, earning a place among the defining accessories of its generation. In many ways, it helped usher in a more expressive approach to dressing—one that embraced individuality and a sense of fun.

That spirit remains at the heart of the latest reissue. By returning to the design’s original style code, the new Baguette captures the qualities that made it resonate in the first place.

The Baguette bags featured in the campaign form part of Fendi’s upcoming Fall/Winter 2026–27 collection, set to arrive in boutiques worldwide by July 16.