Fendi’s Baguette returns with Sarah Jessica Parker and star-studded cast

Fendi put Sarah Jessica Parker back in the Baguette frame, alongside Jessica Alba, Bang Chan, Song Yuqi, Ren Meguro, Mina, Emma D'Arcy, Sophie Thatcher, Iris Law and Tecla Insolia. The casting makes the point fast: the house is not just reviving a bag, it is turning the Baguette into a cross-generational franchise, with Parker as the heritage anchor and a wider cast built to travel across markets, fandoms and feeds.

That strategy leans on a piece of fashion history that still has plenty of pull. Fendi says the Baguette was first imagined in the late 1990s, and it is now being highlighted as the Baguette 26424, tied to Maria Grazia Chiuri’s debut Fendi collection arriving in July 2026. The campaign language is all about craft, individuality and self-expression, which is exactly where the Baguette still wins: it is small, recognisable and loaded with attitude, the kind of accessory that reads as memory and status at the same time.

Parker is the bag’s cleanest bridge between eras. Fendi previously teamed with her on an exclusive Baguette capsule for the bag’s 25th anniversary, first revealed at the Baguette 25th Anniversary Show on September 9, 2022. That capsule came in four colorways and used interchangeable magnetic FF buckles, a smart way to keep the bag collectible without stripping out the original hit of novelty that made it famous in the first place.

The Baguette’s pop-culture power has only sharpened since Carrie Bradshaw carried it on Sex and the City. After season two of And Just Like That, Pinterest searches for the Fendi Baguette jumped 170 percent, a reminder that nostalgia now moves through streaming as much as through runway memory. By 2024, the style, designed by Silvia Venturini Fendi in 1997, had sold more than one million bags since its inception.

That is why this campaign matters beyond the cast list. Bang Chan from Stray Kids, Song Yuqi from (G)I-DLE, Ren Meguro from Snow Man and Mina from TWICE pull the Baguette deeper into music-led youth culture, while Emma D'Arcy, Sophie Thatcher, Iris Law and Tecla Insolia widen its fashion reach. Fendi is selling one bag, but the real pitch is durability: a shape with enough history to feel iconic and enough new faces to keep it moving.