Review of Fendi ‘Baguette’ Fall 2027Ad Campaign with Photographer Bibi Borthwick with talents Sarah Jessica Parker, Bang Chan, Emma D’Arcy, Song Yuqi, Sophie Thatcher, Jessica Alba, Ren Meguro, Iris Law, Tecla Insolia, MINA
For its Baguette Fall 2027 campaign, Fendi brings together a wide-ranging cast to examine the bag’s most enduring quality: the way it becomes personal. Shot by Bibi Borthwick against spare white studio backdrops, the images arrive as the house enters a new chapter under Maria Grazia Chiuri, whose first collection for Fendi restores the bag to its original silhouette and style code, 26424. The campaign sharpens a proposition the Baguette has been making since 1997.
The through-line Borthwick establishes is one of personal ownership rather than aspiration. Each subject moves freely within the frame, their relationship with the bag allowed to develop on its own terms, and the effect is one of studied intimacy. The visual language is deliberately stripped back: no location, no elaborate staging, nothing that would place the bag in a specific world rather than a specific pair of hands. Across the ten portraits, styling is tuned to each subject’s own register rather than a unified house aesthetic, allowing the bag to read as chosen rather than assigned. Sarah Jessica Parker laughs into the frame with a zebra-printed Baguette held close, completing a loop that started with a scene from a Manhattan sidewalk in 1999 and has never fully closed. The reference matters because it reinforces the campaign’s broader point: the Baguette’s identity has always been shaped by the people who carry it.
What the campaign makes clear is that the Baguette’s longevity stems from its ability to accommodate different identities without losing its own. Chiuri’s decision to restore the original silhouette rather than reinterpret it signals where she intends to take the house: through its own history rather than around it. The casting moves across generations and cultural contexts, folding in Ren Meguro, Emma D’Arcy, MINA, Jessica Alba, Iris Law, and Tecla Insolia in a way that attempts breadth without flattening individual presence.
Still, for a bag as iconic as the Baguette, the campaign could ask more of its cast. The premise depends on individuality, yet the stripped-back format occasionally risks treating the talent as holders of the object rather than full participants in its story. A bag with this much cultural memory can support a richer dialogue between talent, history, and desire. The campaign gestures toward personal ownership, but it doesn’t always give the talent enough room to make that ownership feel truly specific.
That tension is perhaps the campaign’s most honest quality. The Baguette has always meant something different to everyone who carries it, and Fendi, under Chiuri, appears committed to holding that multiplicity rather than resolving it into a single image. The campaign functions as a consolidation of position. For a bag that has outlasted every trend it was once said to embody, that confidence feels appropriate, though the next chapter would benefit from letting the people in the frame shape the myth as much as the bag does.
Photographer | Bibi Borthwick
Talents | Sarah Jessica Parker, Bang Chan, Emma D’Arcy, Song Yuqi, Sophie Thatcher, Jessica Alba, Ren Meguro, Iris Law, Tecla Insolia, MINA