Fendi leans on star power to revive the Baguette icon

Fendi is treating the Baguette like more than a handbag again. By casting Sarah Jessica Parker, Jessica Alba, Bang Chan, Song Yuqi, Mina and other familiar faces in its new campaign, the house is reaching for the kind of cultural memory that made the small under-the-arm bag feel like a statement in the first place.

That memory still has a grip. Fendi says the Baguette first emerged in 1997, when it challenged the late-1990s pull toward restraint and became a house symbol of self-expression and non-conformity. The new push folds that history into Maria Grazia Chiuri’s debut Fendi era, with the Baguette 26424 set to return to its roots in her first Fendi collection, arriving in July 2026.

The timing is deliberate. Chiuri’s first Fendi show landed during Milan Fashion Week in February 2026, and the bag’s latest reinvention is being tied to Milano Design Week 2026 and the Fall/Winter 2026-27 collection cycle. That gives the Baguette the sort of layered relevance luxury loves most: heritage on one side, a fresh runway narrative on the other.

The casting does the rest. Parker has long been one of the bag’s most recognizable champions, and she was already back in Fendi territory at the house’s 100th anniversary show in Milan in February 2025, carrying one of its iconic Baguettes. Jessica Alba has also kept the silhouette in view, wearing Fendi looks and carrying a Baguette during Milan Fashion Week in 2026. Add Bang Chan, Song Yuqi and Mina, and the message broadens from Hollywood polish to global fandom.

That breadth matters because the Baguette is still being sold as a collectible object as much as an accessory. Fendi’s U.S. site lists Baguette styles starting at about $2,500 and climbing to more than $22,000, a range that places the bag squarely in status-symbol territory while leaving room for more wearable versions. It is the kind of price ladder that says the bag can be part of daily dressing, but also a trophy piece for collectors.

The result is a very Fendi kind of luxury play: one iconic shape, a star-heavy cast, and enough nostalgia to make the bag feel newly desirable again. In a market crowded with quiet, logo-light options, Fendi is betting that recognizable faces and a recognizable silhouette still sell the most persuasive fantasy of all.