Fendi Mamma Baguette Ad Campaign

Review of Fendi Mamma Baguette Ad Campaign by Creative Director Antonio Moscogiuri, Photographer and Director Scandebergs, and Director of Photography Peter Bishop with talent Jade Thirlwall

Fendi serves up dazzling drama with a new campaign celebrating the relaunch of its Mamma Baguette bag. Starring rising pop music talent Jade Thirlwall – better known mononymously and in all caps as JADE – the campaign was shot and directed by Scandebergs with creative direction from Antonio Moscogiuri.

Channeling a bit of the late great David Lynch, the campaign imagines the pop star as a sultry nightclub singer in a neo-noir dreamscape. Bathed in red and blue neon lights, she heads to the venue in a classic muscle car, puts her face on in the green room, and eventually takes to the stage flanked by red velvet curtains, pulling a vintage microphone out of her intricately beaded Mamma Baguette.

As Fendi approaches its 100th anniversary, the house is amping up its communications output with a special focus on the iconic leather goods that form the core of its DNA while paving the way for their next stages of evolution. It’s exciting to see the brand enlist new creative collaborators to take its iconic identity in new directions, and this campaign’s richly realized cinematic atmosphere anchored by a next-generation star feels like a strong statement of classic style enduring for a new era.