- Fendi dropped its highly anticipated fall 2026 Baguette campaign on June 16, 2026, fronted by Sarah Jessica Parker alongside Jessica Alba, Bang Chan of Stray Kids, and Song Yuqi of (G)I-DLE, plus Ren Meguro, Mina, Emma D'Arcy, Sophie Thatcher, Iris Law, and Tecla Insolia, photographed by Bibi Borthwick.
- The campaign marks the Baguette's return to its original 1997 silhouette under style code 26424, directed by new Fendi CCO Maria Grazia Chiuri, her first collection for the house.
- Bang Chan and Song Yuqi are existing Fendi ambassadors: Bang Chan co-created the Fendi original track "Roman Empire" in November 2025, and Yuqi previously headlined the Fendi Peekaboo ISeeU Petite Handbag campaign.
- Each campaign subject makes a personal statement about the bag, from "it's mine" to "it's history", set to the soundtrack of Addison Rae's "Fame Is a Gun."
Fendi has unveiled its biggest campaign in years, and it brought the whole squad. The Rome-based luxury house launched its fall 2026 Baguette campaign on June 16, 2026, led by Sarah Jessica Parker, the woman who arguably made the bag a cultural icon when her Sex and the City character Carrie Bradshaw famously told a robber, “This isn’t a bag, it’s a Baguette.”
Decades later, Parker is back, and she brought company. Jessica Alba, Bang Chan, Song Yuqi, Ren Meguro, Mina, Emma D’Arcy, Sophie Thatcher, Iris Law, and Tecla Insolia all appear in the campaign, photographed by Bibi Borthwick to Addison Rae’s “Fame Is a Gun.”
The campaign celebrates the Baguette’s return to its original silhouette, style code 26424, under incoming CCO Maria Grazia Chiuri, whose fall 2026 collection marks her first for Fendi.
The bag, which has sold over a million units since its 1997 debut by Silvia Venturini Fendi, gets a fresh reimagining while staying true to its DNA.
Just as Sienna Spiro fronted Fendi’s Way Bag campaign earlier this year, Fendi continues its strategy of pairing iconic bags with a diverse roster of global faces.
For Bang Chan and Song Yuqi, this is familiar territory. Bang Chan, a Fendi ambassador since 2024, co-wrote and performed the original track “Roman Empire” for Fendi in November 2025, filmed at Rome’s Palazzo della Civiltà Italiana.
Song Yuqi, a Fendi ambassador since January 2024, previously headlined the Fendi Peekaboo ISeeU Petite Handbag campaign and has also recently landed ambassadorships with Adidas and Fenty Beauty.
For Jessica Alba, the Fendi campaign adds to a busy endorsement streak. She recently starred in Gabriel & Co.’s first-ever celebrity campaign and also launched the LUNA Bar “Easy to Love” campaign in May 2026 as its inaugural ambassador.
As for Parker, she just received the 2026 Carol Burnett Award at the Golden Globes and delivered the Northwestern University Class of 2026 commencement address, making her Fendi moment part of a very full year.
Fendi, for its part, has a well-established history of tapping cultural heavyweights across East and West: from Jackson Wang’s “FENDIMAN” track in 2018, to Song Yuqi’s music project in 2025, to Bang Chan’s “Roman Empire”, the house clearly knows how to build loyalty over campaigns.
Takeaways
This campaign is a masterclass in what luxury marketing looks like in 2026. Fendi didn’t just hire faces, it assembled a cultural council. Sarah Jessica Parker gives the campaign its heritage anchor, a full-circle moment that connects the Baguette’s pop culture origin story to its latest reinvention.
Meanwhile, Bang Chan and Song Yuqi aren’t just borrowed clout, they’re long-term Fendi partners who’ve made music, walked runways, and lived inside the brand. That’s the difference between a one-off campaign and a genuine relationship.
The choice to bring in Jessica Alba at this level, someone who has recently been busy with Gabriel & Co. and LUNA Bar, also signals that Fendi is broadening the Baguette’s identity beyond its traditional fashion-world bubble.
And using Addison Rae’s “Fame Is a Gun” as the sonic backdrop? That’s a very deliberate nod to a younger, pop-culture-driven audience without abandoning the house’s storied elegance.
Maria Grazia Chiuri debuting with the Baguette’s original silhouette is also a statement in itself, she’s saying she respects the archive, and this campaign is her introduction letter to Fendi’s fanbase.
Does reviving the Baguette’s original 1997 silhouette under a new CCO feel like a bold creative reset or a safe play to win over a loyal fanbase? Sarah Jessica Parker’s return to the Baguette is undeniably powerful, but does nostalgia still drive luxury sales the way it once did?
