Why Sarah Jessica Parker’s Fendi Baguette Comeback Is Shaping the Hottest Style + Wellness Trend of the Year!
Ever wondered how a tiny handbag could pack such a huge punch in fashion history? Carrie Bradshaw didn’t just clutch any old purse—she elevated the Fendi Baguette to iconic status with a simple declaration: “It’s not a bag, it’s a Baguette.” That moment, drenched in pop culture gold, turns nearly three decades old, yet its buzz never fades. So, what is it about this compact, boldly patterned bag that refuses to retire quietly? Well, Sarah Jessica Parker is back, reuniting with the legendary Baguette in Fendi’s fresh campaign that’s less about carrying essentials and more about carrying personality. With a cast of stylish collaborators and a soundtrack that hits all the right notes, this isn’t just a relaunch—it’s a reminder that sometimes, the smallest things shake up the scene the most. Curious to see how the Baguette’s story unfolds under a new creative eye? Dive in and discover what makes this 1990s rebel still so relevant today. LEARN MORE
2 min read“It’s not a bag, it’s a Baguette,” Carrie Bradshaw cried in episode 17 of season three of Sex and the City. She was attempting to deter a savvy mugger who was after her strappy sandals and tiny Fendi handbag. With those seven words, Sarah Jessica Parker’s beloved character, who became known for toting various Fendi baguettes, canonized the fashion accessory as an emblem of pop culture. Nearly three decades later, the star has reunited with Carrie’s favorite style for Fendi’s latest campaign.
In a series of images captured by photographer Bibi Borthwick, Parker holds a Baguette uniquely suited to her, one beaded with a black and white zebra pattern and red border. She is joined by an array of Fendi ambassadors and friends of the brand including Bang Chan, Emma D’Arcy, Song Yuqi, Sophie Thatcher, Jessica Alba, Ren Meguro, Iris Law, Tecla Insolia, and Mina. Each holds a different Baguette that aligns with their individual style. Addison Rae’s “Fame is a Gun” soundtracks the video component.
Jessica Alba in Fendi
The campaign was designed to celebrate the enduring style of the Fendi Baguette, first released in the late 1990s. The silhouette was small and simple, designed to carry just the essentials under on arm, while the patterns were anything but. Each bag featured bold clashes of color, material, and print. An affront to the decade’s pervasive themes of minimalism, the bag wooed audiences with its distinctive charm—and continues to do so today.
Iris Law in Fendi
Under the century-old Italian luxury house’s new creative director Maria Grazia Chiuri, who joined late last year, the Baguette returns to its original silhouette and style code, 26424. These latest designs will launch worldwide in tandem with the Fall 2026 collection, Grazia Chiuri’s first for the house, on July 16. Then you, too, can find a Baguette suited uniquely to your style.
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