It’s Not a Bag, it’s a Baguette®
FENDI Celebrates the Icon of Craft and Self-Expression
It was the late 1990s, an era of minimalism, when the Baguette® was first imagined, inspiring its silhouette – small and simple, to carry one’s essentials under the arm. But history is never made by blending in, but by being true to oneself – loudly, unapologetically. And so, the Baguette® rebelled against the aesthetic of the time, breaking through the landscape of clean, monochromatic silhouettes with bold juxtapositions of color, vivid craft techniques, and experimental use of materials to become the House’s manifesto of non-conformity and an instant cult object of desire for its ability to make a statement about the person who wears it.
Today, this spirit of craftsmanship and self-expression comes alive in a new campaign featuring Sarah Jessica Parker, FENDI Ambassador Bang Chan, Emma D’Arcy, FENDI Ambassador Song Yuqi, Sophie Thatcher, Jessica Alba, FENDI Ambassador Ren Meguro, Iris Law, Tecla Insolia, and FENDI Ambassador MINA.
Captured by photographer Bibi Borthwick to the soundtrack of “Fame is a Gun” by Addison Rae, the campaign portrays each subject with a Baguette® of their choosing, one that best represents them, at least in that moment. To create a sense of intimacy and spontaneity, Borthwick fostered an environment that encouraged each subject to move and express themselves naturally, allowing each personality and relationship with the Baguette® to remain at the center.
The result is a renewed declaration of the Baguette® and its place in the lives of those who wear it, with the subjects making their own personal statements: “it’s mine”, “it’s my attitude”, “it’s controlled chaos”, “it’s family”, “it’s history” and, of course, “it’s not a bag, it’s a Baguette®”, in a nod to the iconic Sex and the City line uttered by Sarah Jessica Parker’s character, Carrie Bradshaw.
The Baguette® returns to its original silhouette and style code, 26424, under the direction of Maria Grazia Chiuri for the Fall/Winter 2026-27 collection, her first for FENDI, launching worldwide on July 16, 2026.
The campaign premieres digitally on June 16, 2026.
SARAH JESSICA PARKER
Sarah Jessica Parker is an award-winning actor, producer, and businesswoman who has garnered four Golden Globe Awards, three Screen Actors Guild Awards, and two Emmy Awards. Parker recently executive produced The Librarians which made the 2026 BAFTA longlist in the documentary category and also recently starred in the American fantasy comedy film Hocus Pocus 2, alongside Bette Midler and Kathy Najimy.
She is best known for her role as Carrie Bradshaw which she recently reprised in HBO’s television series And Just Like That. The show is a sequel to the critically acclaimed television series Sex and the City (1998-2004), in which Parker starred and served as an executive producer. Parker also starred in and served as a producer for the screen adaptation of the hit series with the theatrical release of Sex and the City and Sex and the City 2.
Parker has worked in the theatre, on and off Broadway, since 1976 when she debuted on Broadway in The Innocents, directed by Harold Pinter. Other Broadway credits include: the title role in Annie, How to Succeed in Business Without Really Trying, and Once Upon a Mattress. Most recently, she appeared on stage in Neil Simon’s Plaza Suite; the run became the third highest-grossing play revival in Broadway history.
Parker launched Pretty Matches Productions, the award-winning production company, in 2005, which develops film and television projects across a wide variety of genres under a first-look deal with HBO.
In 2023, Parker launched SJP Lit, her own imprint in partnership with independent publisher Zando, where she publishes thought-provoking, big-hearted stories inclusive of international and underrepresented voices. Recent titles include They Dream in Gold by Mai Sennaar, Alina Grabowski’s Women and Children First, Elysha Chang’s A Quitter’s Paradise, and Coleman Hill written by Kim Coleman Foote.
Parker released her signature fragrance, Lovely, in 2005. Over twenty years later, it remains a top-selling global brand. In 2026, Parker was honored with the Golden Globe Foundation’s prestigious Carol Burnett Award, recognizing her outstanding contributions to television.
BANG CHAN
Bang Chan is an artist, producer, and leader of Stray Kids, the globally acclaimed K-pop group that debuted in 2018. Known for his creative versatility and strong artistic presence, he has shaped the group’s distinctive identity as the core of the production unit 3RACHA, leading Stray Kids to make Billboard history as the first act to debut at No. 1 on the Billboard 200 with eight consecutive releases. His global influence spans music, performance, and fashion, recently highlighted by Stray Kids’ historic performance as a headliner at New York’s Governor’s Ball Music Festival. They are also set to headline the legendary Rock in Rio festival in September 2026, alongside upcoming ‘STRAYCITY’ music festival in Latin America. As a multi-hyphenate creator and global trendsetter, Bang Chan continues to redefine and expand his artistic footprint.
EMMA D’ARCY
Emma D’Arcy star as Princess Rhaenyra Targaryen in HBO’s global hit House of the Dragon, for which they have received two Golden Globe nominations, and will reprise their role in the highly-anticipated third season this June. They were last seen on stage in the lead role of Annie in The Other Place at the National Theatre London and The Shed New York, and they will be seen starring alongside Tom Cruise in Alejandro G. Iñárritu’s upcoming film, Digger, this October.
SONG YUQI
YUQI is a K-pop singer-songwriter who debuted as a member of the girl group i-dle in May 2018. As a solo artist, she released her debut Digital Single [A Page] in 2021, followed by her 1st Mini Album [YUQ1] in 2024 and 1st Single [Motivation] in 2025, showcasing her versatility as both a vocalist and songwriter.
Recognized for her artistry and stage presence, she has earned numerous accolades throughout her career, including 2023 MAMA Global Performance – Female Group, 2024 KGMA Best Solo Artist, 2025 Golden Disc Awards Best Solo Artist, and 2026 KpopWise Awards Best Solo (Female) and ASEA The Best Solo (Female).
Beyond music, she has gained widespread popularity through hit variety programs including Keep Running, LEARN WAY, and Mad Zenius.
SOPHIE THATCHER
Sophie Thatcher just had her debut at Cannes starring as ‘Elle’ in Nicolas Winding Refn’s new film, HER PRIVATE HELL at the Cannes Film Festival which sparked a 7 minute standing ovation. Neon is releasing the film in the U.S. on July 24, 2026, with Mubi handling international distribution. Sophie is one of the most compelling young talents working today, bridging prestige television, elevated genre film, and auteur-driven projects. Best known for her breakout role as ‘Natalie’ on Showtime’s Emmy nominated YELLOWJACKETS, Sophie anchored one of the show’s most complex characters through its final season, proving her ability to carry emotionally and tonally demanding material. She is currently shooting the final season which wraps production in August.
She led New Line/WB’s Companion, a critically acclaimed genre hit COMPANION (93% Certified Fresh on Rotten Tomatoes), with reviews singling out her nuanced, transformative performance as proof of her range, intelligence, and star presence. She also starred opposite Hugh Grant in a memorable supporting performance in A24’s HERETIC, further solidifying her credibility in prestige horror/thriller space. Up next, she will star in PEACHES, directed by Jenny Suen, slated for release later this year. Sophie is based in New York and is also a singer-songwriter.
JESSICA ALBA
Jessica Alba is a Golden Globe nominated actress, producer, and entrepreneur. She first gained worldwide recognition starring in the James Cameron hit series Dark Angel, and has since appeared in more than 25 feature films. Most recently, she executive produced and starred in the Netflix thriller Trigger Warning, which debuted at #1 in 67 countries and has been viewed more than 91 million times globally. Upcoming films include Maserati: The Brothers with Al Pacino and Anthony Hopkins and Justin Chadwick’s The Mark.
In television, Alba created, executive produces, and co-hosts the unscripted series Honest Renovations for Roku, which is in its fourth season. In 2024, she launched, Lady Metalmark Entertainment, dedicated to developing diverse, female-driven, and culturally rich storytelling across film and television.
Alba is a globally recognized business leader and entrepreneur. She founded The Honest Company in 2012 and in 2021 became the youngest Latina to take a company public with its IPO on NASDAQ: HNST.
Alba also serves on the boards of Yahoo, LA28 Olympic and Paralympic Games, and Baby2Baby. She is the author of the New York Times bestselling book The Honest Life and remains a passionate advocate for social impact and inclusive storytelling, frequently lending her voice to initiatives supporting women, children, and underrepresented communities.
REN MEGURO
Ren Meguro made his debut in 2020 as a member of Snow Man and has remained an integral and active member of the group ever since. To celebrate their fifth debut anniversary, Snow Man released their first greatest hits album, THE BEST 2020–2025, on January 22, 2025. The album sold over 1.395 million copies in its first week, achieving million-seller status. In April and June of the same year, the group held stadium concerts, drawing approximately 284,000 fans across 4 performances at 2 venues.
Ren is also highly acclaimed as an actor. His role in the 2022 television drama Silent became a major cultural phenomenon. In 2023, his performance in the film Tsuki no Michikake (Waxing and Waning) earned widespread critical acclaim, winning him both the Supporting Actor Award and the New Actor Award at the 46th Japan Academy Film Prize.
In February 2026, he appeared as a co-lead in the film Hodonaku, Owakare desu (Farewell, Before Long), followed by his leading role in SAKAMOTO DAYS, released in May 2026. He is currently based in Canada, where he is filming Season 2 of the Hollywood-produced Disney+ series SHŌGUN.
IRIS LAW
Iris Law is a British model and actor who has emerged as one of her generation’s most exciting talents, balancing a growing screen career with a prominent presence in global fashion. Known for her role as Soo Catwoman in *Pistol and campaigns for brands including Versace, Saint Laurent, Jacquemus, and Jimmy Choo, she continues to build an international profile acrossfilm, fashion, and creative ventures.
TECLA INSOLIA
Born in Varese in 2004 to Sicilian parents, Tecla Insolia grew up in Piombino, where she began studying at the Woodstock Academy from a very young age. In May 2024, she presented the Sky Original series L’arte della gioia, directed by Valeria Golino and based on the acclaimed novel by Goliarda Sapienza, at the Cannes Film Festival. Tecla stars in the leading role in the series, which was first released theatrically in two parts before becoming one of Sky’s most successful original productions. L’arte della gioia marked a defining moment in Tecla’s career, establishing her as one of the most promising young actresses in Italian cinema. Her acclaimed performance in the series earned her the David di Donatello Award for Best Actress as well as the Nastro d’Argento for Best Actress, bringing her widespread recognition from both audiences and critics. The same year, she attended the Venice International Film Festival with Familia, directed by Francesco Costabile, earning the David Rivelazioni Award and a nomination for Best Supporting Actress at the David di Donatello Awards. She also starred in Sara Petraglia’s debut feature film L’albero, presented at the Rome Film Festival. In 2025, she attended the Toronto International Film Festival with Primavera, directed by Damiano Michieletto. Thanks to her performance in the film, Tecla was selected as a European Shooting Star at the 2026 Berlin International Film Festival and received another nomination at the David di Donatello Awards.
MINA (TWICE)
Born on March 24. A member of TWICE, the world-famous girl group that made its debut in South Korea in 2015. From July 2025, TWICE embarked on their sixth world tour, “TWICE <THIS IS FOR> WORLD TOUR”, launching in South Korea before expanding internationally. In Japan, the tour spanned Osaka, Nagoya, and Fukuoka, culminating in a performance at Tokyo Dome in September. In April of the following year, the group returned for additional dates with a 3-day run at MUFG STADIUM (National Olympic Stadium).
On August 27, 2025, TWICE released their 6th Japanese studio album, ENEMY.
In addition to her work with TWICE, MINA is also an active member of MISAMO, a sub-unit formed alongside fellow Japanese members SANA and MOMO.
Discover more about FENDI here.
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Bang Chan Emma D’Arcy FENDI fendi baguette iris law Jessica Alba mina twice Ren Meguro sarah jessica parker Song Yuqi Sophie Thatcher Tecla Insolia
