A house’s legacy is often built upon its accessories—functional pieces that accompany you day by day. Fendi took this concept to the next level in the late 90s with the iconic “Baguette,” shattering the minimalist and sober trends of the era with its sheer practicality, daring motifs, and scandalous finishes in both color and design.

The Baguette has always been celebrated for its disruptive nature and its distinctive tuck-under-the-arm silhouette. Speaking of icons, in their new campaign celebrating the house's artisanal mastery, they brought back the legendary phrase “It’s Not a Bag, it’s a Baguette,” along with their long-time ambassador Sarah Jessica Parker and a roster of other iconic faces, to convey that, regardless of the passage of time, a Baguette will always be a Baguette.

Each ambassador chose the bag that best represents and elevates their persona. From Song Yuqi, one of China’s most prominent artists, to Jessica Alba, every celebrity channeled their own style, treating the Baguette as a seamless extension of their body to the rhythm of Addison Rae’s “Fame is a Gun.”

This pact between personality and accessory signs a new chapter, one that renews the intention of the wearer. What is it to you? Beyond textiles and hardware, it can be your story, your legacy, or your best friend.