Jessica Alba stars in a new Fendi campaign released June 16, 2026. Credit: Bibi Borthwick / Courtesy of Fendi 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.
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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.
Sarah Jessica Parker
Parker Credit: Bibi Borthwick / Courtesy of Fendi Bang Chan
K-pop star Chan of Stray Kids Credit: Bibi Borthwick / Courtesy of Fendi Emma D’Arcy
House of the Dragon star D’Arcy. Credit: Bibi Borthwick / Courtesy of Fendi Song Yuqi
K-pop star Yuqi Credit: Bibi Borthwick / Courtesy of Fendi Sophie Thatcher
Yellowjackets and Companion star Thatcher next stars in Elle for Nicolas Winding Refn.
Credit: Bibi Borthwick / Courtesy of Fendi Jessica Alba
Alba next stars in Maserati: The Brothers with Al Pacino and Anthony Hopkins and Justin Chadwick’s The Mark. Credit: Bibi Borthwick / Courtesy of Fendi Ren Meguro
Snow Man breakout Meguro who next stars in Shōgun. Credit: Bibi Borthwick / Courtesy of Fendi Iris Law
Law has appeared in campaigns for Versace, Saint Laurent, Jacquemus and Jimmy Choo. Credit: Bibi Borthwick / Courtesy of Fendi Tecla Insolia
Insolia starred in the Sky series The Art of Joy directed by Valeria Golino. Credit: Bibi Borthwick / Courtesy of Fendi Mina
Twice star Mina Credit: Bibi Borthwick / Courtesy of Fendi THR Newsletters
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