Sarah Jessica Parker, Jessica Alba and K-Pop Stars Debut in Fendi’s Baguette Campaign

Fendi‘s original “it bag” is back in the spotlight in a new star-studded campaign featuring Hollywood stars, models and K-pop breakouts.

The Baguette gets carried around by Sarah Jessica Parker, Jessica Alba, Emma D’Arcy, Sophie Thatcher, Iris Law, Tecla Insolia and Fendi ambassadors Bang Chan, Song Yuqi, Ren Meguro and Mina. It marks the first campaign under the direction of recently installed chief creative officer Maria Grazia Chiuri who started her career at Fendi where she helped develop the Baguette. She returned to Fendi after departing Dior in 2025, after spending nearly a decade there.

The bag’s striking silhouette stands out in more than one way: Campaign subjects were encouraged to pose with a Baguette of their choosing as a way to best represent themselves and individuality across such statements as “it’s mine,” “it’s my attitude,” “it’s controlled chaos,” “it’s family,” “it’s history” and “it’s not a bag, it’s a Baguette,” the latter a nod to a Sex and the City line uttered by Parker’s Carrie Bradshaw. The stars were captured by photographer Bibi Borthwick to the soundtrack of Addison Rae’s “Fame is a Gun.”

The Baguette got its name because it was reportedly inspired by French women carrying a baguette under their arms. In a recent interview with WWD, Chiuri noted the relevance of reviving it and re-editing it by “taking it back to the origins.” She added, “The Baguette marked an era. Many think it’s because it was trending [at a certain point] but in truth it’s a very peculiar project because it stems from the ability to bring together ateliers with different backgrounds, so leather goods and clothing.”

The campaign premiered digitally on Tuesday, and the Baguette’s return to its original silhouette and style code is a part of Chiuri’s fall/winter 2027-27 collection, which also bowed Tuesday. See all the stars below.