Fendi has brought back its iconic Baguette bag into the spotlight with its Cruise 2027 collection, a new campaign featuring Sarah Jessica Parker and a showcase at Milan Design Week. Together, these reminded fashion fans why the bag became one of the most recognizable handbags of all time.
The latest versions keep the Baguette’s classic shape but update it with new materials, textured finishes, studded details and a slightly bolder look. Instead of changing the design completely, Fendi has chosen to refresh some details of the bag, but kept the features that made it famous.
The Baguette was first created in 1997 by Silvia Venturini Fendi. Designed to be brought neatly under the arm, it stood out at a time when oversized handbags were everywhere. It became a fashion icon after Sarah Jessica Parker’s character, Carrie Bradshaw, was seen carrying it in Sex and the City, helping turn it into one of fashion’s first “It bags.”
Sarah Jessica Parker’s return for the latest campaign has brought the story. The same person who helped make the Baguette famous in the late 1990s is now part of its comeback, something that has caught plenty of attention on social media.
Fendi also celebrated the bag during Milan Design Week by looking back at its history and how it has evolved over the years. Rather than treating it as a brand-new product, the brand focused on its place in fashion and why it still matters today.
The Baguette’s return also comes at a time when more people are looking for fashion with a story behind it, rather than simply following the latest trend. With its long history and cultural impact, the bag falls perfectly into that.
Younger celebrities, including Olivia Rodrigo, have also been spotted wearing similar shoulder-bag styles, helping introduce the look to a new generation.
Overall, this feels less like the launch of a new handbag and more like the return of a fashion classic that never really lost its place.
