Fendi Baguette Is Still The Punchline

The Fendi Baguette begins with Sarah Jessica Parker, because, of course, it does. Some handbags become accessories, some become status symbols, and a very small number become punchlines that fashion people repeat with complete seriousness. “It’s not a bag, it’s a Baguette” belongs to the tiny museum of timeless fashion quotes: ridiculous, glamorous, and somehow legally correct in the court of Carrie Bradshaw.

Long before every micro-bag, archive reissue, and It-bag revival learned how to behave like a personality test, Carrie Bradshaw made the Baguette feel like a character. It was small, decorative, slightly impractical, and somehow always emotionally available. In the new Fendi imagery photographed by Bibi Borthwick, Parker returns with a sequined red-and-white zebra Baguette, looking less like a nostalgic cameo than the woman who knows she helped turn a rectangle with a strap into fashion folklore.

Fendi gives the Baguette a new group chat, and Carrie’s closet becomes only the opening chapter. The wider cast pulls the Baguette into a new social circle, with Sophie Thatcher, Jessica Alba, Emma D’Arcy, Iris Law, Bang Chan, Song Yuqi, Ren Meguro, Mina, and Tecla Insolia giving the icon fresh company. Thatcher’s embroidered style brings a quieter, moodier charge, while the rest of the lineup makes the bag look like it has been passed around a very well-dressed group chat.

Under Maria Grazia Chiuri’s creative direction, the Baguette also returns closer to its original 1997 shape, with a slightly East-West proportion and the 26424 style code tied to its origin. That detail gives the relaunch a smart little wink. The bag may be back in front of a new generation, but it remembers exactly where it came from.

Addison Rae’s “Fame Is A Gun” gives the video a pop gloss, which feels fitting for a handbag that has always understood attention. The Baguette is not trying to be anonymous. It wants beadwork, embroidery, color, texture, and a tiny dramatic entrance under the arm.

The new Fendi Baguette chapter turns a famous handbag into a joke, a memory, and a collectible all at once. With Sarah Jessica Parker back in its orbit, the Fendi Baguette proves that some accessories do not need a comeback; they only need someone stylish enough to correct the room.