When considering the most definitive and widespread trends of the late 1990s, one may recall several of the decade’s inaugural styles. Headbands, midi skirts, slip dresses, and kitten heels converged in one of the most memorable fashion eras to date, with most of these styles returning to relevance decades later for a second life. Amongst these enduring silhouettes, there is one essential accessory that tied their diverse aesthetics together: a chic, minimalistic, miniature bag just large enough to store the necessities. For those with taste, the style of choice was always the iconic Fendi Baguette. Arriving in an endless series of colorways and patterns, the Baguette’s quintessential elegance is fortified in its reintroduction this summer, with Fendi returning the handbag to its original silhouette and 26424 style code. Thirty years later, with the brand under the direction of Maria Grazia Chiuri, the Baguette’s simplistic yet significant craft has proven itself to be a staple of timeless fashion.

The Baguette’s legacy, shaped by the brand’s reputation for disruption and non-conformity, established itself through the juxtaposition of its modest structure, paired with experimental materials and color options that exude personality. Its exuberant spirit is made tangible in Fendi’s latest campaign, featuring Sarah Jessica Parker, Emma D’Arcy, Song Yuqi, Sophie Thatcher, Jessica Alba, and Iris Law, among others. Captured by photographer Bibi Borthwick, these cultural idols are highlighted alongside a Baguette of their own choosing, one that represents the singularity of their character. To foster a sense of spontaneity, the campaign centers movement and natural expression at the core of its visuals, encouraging the relationship between each Baguette and wearer to be perceived authentically. The subjects declare the meaningful nature of the Baguette’s status as a personal statement: “it’s mine”, “it’s my attitude”, “it’s controlled chaos”, “it’s family”, “it’s history” and, of course, in a nod to Carrie Bradshaw, “it’s not a bag, it’s a Baguette”. The Baguette officially returns to its original form for Fendi’s Fall/Winter 2026-27 collection, available worldwide on July 16th.