The "Sex and the City" actress returns to the brand to honor the icon of artistry and individualism.

After delivering a stellar commencement speech to the Northwestern University graduating Class of 2026 at United Center Sunday, Sarah Jessica Parker is embracing her stylish roots with the help of the iconic Fendi Baguette. Launched by the brand Tuesday morning, the new campaign celebrates the signature handbag and the stories it has contributed to for almost 30 years.
Picture this: you're trying to find the perfect companion that fits all of the essentials, is compact in size, and went against the definition of the 1990s minimalism era. Boom! The Baguette was born and featured bold colors, motifs, and designs while maintaining distinct craftsmanship that made it one-of-a-kind then and now.
Inspired by Parisian women carrying baguette loaves under their arms, former creative director and current honorary president Silvia Venturini Fendi created the Baguette in 1997. Even 29 years later, the bag still maintains its icon status, especially with its ability to make a statement about the person who wears it.&nbsp;
Shot by photographer Bibi Borthwick to the euphoric-inducing track "Fame is a Gun" by Addison Rae, faces of the campaign include Parker, actors Sophie Thatcher, Jessica Alba, Iris Law, Tecla Insolia, and Fendi Ambassador's Bang Chan from Stray Kids, Song Yuqi from I-dle, Snow Man's Ren Meguro, and MINA of Twice. Each star had the opportunity to select a Baguette of their liking that best represented them during the moment.
To elevate the sensation of closeness on the spot, Borthwick captured each subject in a natural sense throughout movement and self-expression. As a result, the relationship between the wearer and the bag became the forefront subject of each image for the campaign.&nbsp;
Distinct statements like "it's mine," it's my attitude," and "it's controlled chaos" signal not just the place the bag has in one's life, but a reminder of the Baguette's ever-lasting impact.&nbsp;Under the direction of creative director Maria Grazia Chiuri for the Fall/Winter 2026-27 collection, the Baguette is back to its original design and style code, 26424.&nbsp;
As Carrie Bradshaw, Parker's character in "Sex and the City," said to her mugger over 26 years ago, "It's not a bag, it's a baguette." Indeed it is, but it's also an icon with strong star power that will glimmer on for generations to come.

Song Yuqi. Courtesy of Fendi.

Jessica Alba. Courtesy of Fendi.

Sophie Thatcher. Courtesy of Fendi.

Bang Chan. Courtesy of Fendi.

Iris Law. Courtesy of Fendi.

Sarah Jessica Parker carrying the iconic Baguette. Courtesy of Fendi.

Sarah Jessica Parker Fronts Fendi Campaign Celebrating The Baguette

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Sarah Jessica Parker Fronts Fendi Campaign Celebrating The Baguette

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