Fendi launches new Mamma Baguette with Jade Thirlwall
The Fendi Baguette remains one of fashion’s most iconic bags. The design – which first went on sale in 1998 – has collected countless A-list fans over its 25-year history and has been through various iterations, the most recent of which is the newly revamped Mamma Baguette, a soft and squishy take on the cult shoulder bag, which is being launched today with a campaign fronted by Jade Thirlwall.
The British pop sensation, a new friend of the house who attended the spring/summer 2025 show in September, takes centre stage in the new film.
Like many, Thirlwall’s first experience of the Baguette was via Carrie Bradshaw, in the original series of Sex and the City, who in one scene has her handbag stolen from her before uttering the now famous line: “It’s not a bag, it’s a baguette?”
“I’ve been a fan of Fendi as a brand for many years, so it was an honour to work with them on this Mamma Baguette campaign,” she told us. “I remember first seeing their Baguette on Sex And The City years ago. I love the way that Fendi reinvents their classic shapes with new materials and colours every season, as seen in this new take of the Mamma Baguette.”
This new Mamma Baguette retains many of the distinctive details of the original design, including the rectangular shape, the flap closure and the FF logo buckle, but is created in a luxurious buttery soft nappa leather and features a drawstring closure, giving it a more feminine finish than the original design. It comes in three different sizes, and in various colourways from neutral black and white to a very on-trend matcha green, and will be available to shop this month.
Above, watch an exclusive of Fendi’s new Mamma Baguette campaign which was shot and directed by image making and director duo, Stefano Colombini and Alberto Albanese, better known as Scandebergs. And, to delve deeply into fascinating history of the Fendi Baguette, head here.
