The Mamma Baguette by FENDI has been a symbol of style and sophistication since its debut in the 90s. Now, for the Spring/Summer 2025 collection, this iconic bag makes a comeback in a renewed version that blends its timeless legacy with a fresh, contemporary feel. To mark this launch, the Maison has partnered with British pop star Jade Thirlwall, who brings her vibrant energy to an exclusive campaign, photographed and directed by the Scandebergs duo. The campaign also features an exclusive preview of Jade’s new song, merging fashion and music in perfect harmony. 

In this collaboration, Jade Thirlwall takes us through her day, showcasing the Mamma Baguette’s versatility in every aspect of her life. From the hustle of a workday to the backstage moments before a show, the bag seamlessly adapts with elegance and ease. Its practical yet refined design allows it to be carried by hand or worn crossbody with an adjustable leather strap, making it an ideal accessory for any occasion. 

The new Mamma Baguette retains the original elements that made it an icon: its rectangular structure, signature flap, and FF buckle, but now with a more subtle and refined touch, featuring the FF logo embedded in leather as a tribute to FENDI’s craftsmanship. Made from luxurious ultra-soft nappa leather, it also introduces a new tactile drawstring closure, adding a modern and feminine touch that balances tradition and innovation. 

Available in three sizes—Large, Medium, and Small—the Mamma Baguette is designed to suit different lifestyles. The color palette includes timeless hues such as black, white, and dove grey, alongside bolder shades like pale pink, sage green, and matcha green. For those who appreciate true luxury, the collection also features an exclusive black python version and special editions adorned with floral embroidery on beaded and suede bases, reaffirming FENDI’s commitment to exceptional materials and innovative design. 

The Mamma Baguette’s return is more than just a reinterpretation of a classic—it’s a statement of FENDI’s continuous evolution and ability to capture the spirit of the moment while staying true to its identity. The bag will be available starting February 2025 in selected boutiques and on FENDI.com. A collectible piece ready to become the next obsession for fashion lovers. 

The Mamma Baguette’s return is more than just a reinterpretation of a classic—it’s a statement of FENDI’s continuous evolution and ability to capture the spirit of the moment while staying true to its identity. The bag will be available starting February 2025 in selected boutiques and on FENDI.com. A collectible piece ready to become the next obsession for fashion lovers.