Fendi’s campaign featuring Sarah Jessica Parker feels like the natural return of an icon, putting the actress who turned the Baguette into a symbol on 'Sex and the City' back in the spotlight. However, this is more than just a nod to the past; it is a clear commercial strategy by the brand, which, under the direction of Maria Grazia Chiuri, is reverting the bag to its original 26424 silhouette for the Fall/Winter 2026-27 collection.
Fendi’s owner, LVMH, is facing the need to revitalize sales in the accessories segment, where competition has intensified. The Baguette, created in 1997 as a vibrant response to 1990s minimalism, is now being positioned as a manifesto of non-conformity. Featuring Parker, Emma D’Arcy, Jessica Alba, and other stars, the campaign shot by Bibi Borthwick is clearly intended to span generations, reaching both those who remember the original and a new audience seeking status through a recognizable icon.
In essence, the campaign sells more than just a bag; it offers the promise of an identity—being noticed, staying independent, and belonging to a cultural code that has survived for decades. In an environment where the luxury market seeks solid ground in familiar archives, nostalgia for the Baguette acts as a proven mechanism for maintaining attention and stimulating purchases.
Such relaunches illustrate how luxury brands increasingly utilize cultural icons of the past to solve current growth challenges, leaving questions of genuine innovation and long-term sustainability off-camera.
In the end, the Baguette becomes more than just a handbag; it is a mirror of how the industry turns memories into a commodity.
