As we reported earlier this season from the SS19 runways, the Fendi Baguette has officially made its comeback.

The history of the baguette dates as far back to 1997 when Silvia Venturini Fendi first made the pitch for a smaller bag in a time where larger bags were leading the market. Of course the feedback the designer received from the idea was not initially positive but nevertheless she stuck with her guts and released the first baguette on the runways of 1997. Initially it was offered with small straps and the double F logos in brown. Since then it has made it’s way from the late 90’s throughout the Sex and The City Era of the 2000’s in additional styles. And it’s now safe to say it is officially back and has made its return with a fabulous intro.

This week the Italian fashion label has launched their latest campaign #BaguetteFriendsForever which includes a series of short films featuring the storylines of inseparable groups of friends around the world throughout one of their daily routines which is centered around the iconic baguette. The first episode, released only yesterday, is titled “The Baguette is Back” and is shot along the vibrant streets of Shangai, China. It stars movie actresses Tan Zhuo and Qiao Xin along with influencers Yu Wei and Yoyo who are filmed during their venture of a girls night out. The movie starts with the women shopping for baguettes and wardrobe at the Fendi store inside IAPM Mall in preparation for a night at the club. Each film carries it’s own style with a slight hint of humour to top it off with Groove Armanda’s My Friend as their soundtrack.  To be released later this month, are also two upcoming films featuring the baguettes’ ventures of Hong Kong and New York. Stayed tuned for more, and visit Fendi to shop. 

Tags: accessories, Bags, campaign, Fashion, Fendi, spring summer 2019