FENDI introduces a new digital campaign for the FENDI Way bag, starring SIENNA SPIRO. The FENDI Way reflects an approach to creativity rooted in independence, emotional intelligence, and the confidence to move through the world on one’s own terms. It is about how women carry themselves — with humour, honesty, and quiet conviction — and how those inner qualities shape what they create.
The campaign offers an intimate perspective on women shaping contemporary culture, moving beyond surface and spectacle to reveal their inner worlds, creative processes, and personal identities. Rather than archetypes, they appear as themselves—present, grounded, and authentic. The FENDI Way bag becomes a symbol of presence, connection, and quiet confidence, capturing moments of truth, vulnerability, and strength that are usually kept just out of view.
Developed and produced by The Mì-Mì Project, the campaign brings together female creative leadership across every stage of its making. Directed by Ganna Bogdan and photographed by Ganna Bogdan, and Emma Drew Berson, the project foregrounds creative authorship as much as subject, allowing moments of vulnerability, strength, and quiet confidence to unfold with authenticity.
ABOUT FENDI WAY:
Unveiled on the FENDI Spring/Summer 2026 catwalk, the FENDI Way bag is an expression of everyday elegance, born from craft, lightness, and ease. This hobo design embodies a softer, more effortless take on luxury, in the true “FENDI way.” Generous capacity meets refined FENDI codes in a trapezoidal, essential shape designed to accompany the modern woman through her multifaceted lifestyle.
Created in surprising material and color combinations, the bag features timeless leather hues paired with suede interiors in vibrant tones, from brown with lilac to dove with electric blue. Statement monochrome versions in vivid pink and turquoise blue reverse the palette, appearing in suede with leather-lined interiors.
FENDI Fendi Way Sienna Spiro