Sarah Jessica Parker Reunites with Her Fendi Baguette

Reported by Harper's Bazaar.

There are seven words that changed fashion history: "It's not a bag, it's a Baguette." Carrie Bradshaw delivered that line to a mugger in season three of Sex and the City, and with it, Sarah Jessica Parker cemented a tiny Fendi handbag as one of the most iconic accessories ever made. Nearly three decades later, Parker is back — this time not as Carrie, but as herself — starring in Fendi's latest campaign and reuniting with the bag that started everything.

According to Harper's Bazaar, photographer Bibi Borthwick shot the campaign, which features Parker carrying a beaded zebra-print Baguette with a red border — bold, specific, unmistakably her. She's joined by a sprawling cast of Fendi ambassadors and brand friends: Bang Chan, Emma D'Arcy, Song Yuqi, Sophie Thatcher, Jessica Alba, Ren Meguro, Iris Law, Tecla Insolia, and Mina — each paired with a Baguette that mirrors their own aesthetic. Addison Rae's "Fame is a Gun" scores the video, which feels exactly right for a bag this culturally loaded.

Why the Baguette Still Hits

The original Fendi Baguette launched in the late '90s as a direct rebuke of the decade's minimalist obsession. The silhouette was intentionally small — tuck-it-under-your-arm small, essentials-only small — but the designs were anything but quiet. Color clashes, mixed materials, and maximalist prints made it a statement piece before "statement piece" became a cliché. It was weird and luxurious and completely specific, which is exactly why it endured.

Now, under new Fendi creative director Maria Grazia Chiuri — who joined the century-old Italian house late last year — the Baguette is returning to its original silhouette and style code, 26424. The new designs drop globally alongside Chiuri's first full collection for Fendi on July 16, 2026, timed to the Fall 2026 show. It's a deliberate reset: back to the source, back to what made the bag matter in the first place.

The Baguette was never just an It bag — it was a character in its own right, and now it's getting a proper reintroduction.

Read the original at Harper's Bazaar.