Fendi’s Baguette Re-Edition Campaign Puts Personal Identity Ahead of the Bag Itself

Fendi has launched a new campaign for its Baguette Re-Edition, focusing on the bag as a statement and not just an accessory. The campaign is tied to creative director Maria Grazia Chiuri’s Fall/Winter 2026-27 collection, her first full season leading the house.

The Baguette returns to its original 1997 style code, the same code the bag carried when it was first designed by Silvia Venturini Fendi. Chiuri worked on the accessories team at Fendi during the years the Baguette was originally developed, and her return to the house has impacted heavily on revisiting that archive.

It brings together nine public figures, spanning film, music and modeling backgrounds. Each participant appears with a different version of the bag, chosen to reflect their individual style.

Fendi’s messaging describes the Baguette as a “window” into each person’s identity, moving away from the idea of an “it-bag” tied to one image or era. The bag itself has been reworked with a softer construction and improved under-the-arm fit and kept its compact style…