It’s Not a Bag, It’s a Baguette And Fendi Wants You to Know the Difference

Excess didn’t thrive in the late nineties as minimalism settled over fashion like a very expensive fog. Fendi had apparently not gotten the memo, creating the Baguette in that climate like a party guest who had wildly misread the dress code and was having a significantly better time than everyone else because of it. It’s small enough to tuck under your arm, but eye catching enough to make a room turn around.

Now, for Fall/Winter 2026-27, the bag is back in its original silhouette and style code, 26424, marking the first collection from incoming creative director Maria Grazia Chiuri. It lands worldwide on 16 July, and to celebrate, Fendi has assembled a campaign that feels like a celebrity group chat made flesh. Sarah Jessica Parker is there, obviously, as it was her character Carrie Bradshaw who first gave the Baguette its cultural mythology, clutching it on a Manhattan street and informing a mugger, and subsequently the entire world that it was not a bag.