The Baguette® 26424

FENDI Celebrates the New Icon of Craft and Self-Expression

First imagined in the late 1990s, the Baguette® emerged in an era of minimalism to inspire its silhouette – small and simple, to be carried under the arm – but this was not to be its story

Staying true to FENDI DNA, the Baguette® then rebelled against the aesthetic of the time, breaking away from clean, monochromatic codes with bold juxtapositions of color, vivid craft techniques, and experimental use of materials to become the House’s manifesto of non-conformity and an instant icon of self-expression

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AN ICON OUT LOUD


Today, this spirit comes alive in a campaign celebrating the new Baguette® 26424 as an unapologetic expression of craft and individuality

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Captured by photographer Bibi Borthwick to the soundtrack of "Fame is a Gun" by Addison Rae, the campaign portrays each subject with a Baguette® of their choosing — one that reflects their essence, individuality, and state of mind in that exact moment

Borthwick then invited the subjects to move instinctively across a stripped-back, intimate set, allowing their personality and connection with the Baguette® to remain central

The result is a renewed declaration of the Baguette® as more than a bag, but a gesture of self-expression shaped by craftsmanship and defined by those who wear it

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ONE ICON, INFINITE ATTITUDES


Through each portrait, the Baguette® reveals a different energy — bold, playful, instinctive, reflective — reaffirming its status as a cult object that continues to evolve with every iteration and every time it’s placed under an arm

THE BAGUETTE® 26424
A STATEMENT IN MOTION

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