FENDI’s Mamma Baguette bag is re-edited in a new, supremely soft, contemporary iteration – making a triumphant return on the Spring/Summer 2025 runway as the ultimate expression of the Maison’s enduring legacy.
To mark this launch, the Maison has partnered with British popstar Jade Thirlwall, who brings her dynamic energy to an exclusive campaign, shot and directed by duo Scandebergs and featuring Jade’s new dazzling song, previewing exclusively for FENDI.
In the vibrant campaign, Jade Thirlwall takes audiences on a captivating journey through her day, emphasizing the Mamma Baguette’s effortless adaptability, seamlessly integrating into every aspect of Jade’s life.
FENDI REIMAGINES THE ICONIC MAMMA BAGUETTE BAGWITH BRITISH POP STAR JADE THIRLWALL IN A NEW CAMPAIGN
Discover the Mamma Baguette bag accompanying Jade as she steps out to head to work, prepares for the spotlight backstage and takes centre stage for a special performance. The Mamma Baguette bag is her constant companion, showcasing its transformative nature and versatility.
A beloved emblem of FENDI’s heritage, the new Mamma Baguette bag retains its original codes while embracing fresh details boasting luxurious, buttery soft nappa leather and a tactile drawstring closure, underscoring a modern, feminine suppleness. Signature elements include the rectangular shape, flap closure, and FF logo buckle—now subtly inlaid with leather as a nod to FENDI’s leather craftsmanship. Available in three sizes—Large, Medium, and Small—the bag caters to various lifestyle needs, designed to be carried by hand or worn crossbody with an adjustable leather strap.
A sophisticated timeless colour palette of dove, black and white, as well as pale pink, sage green and matcha green, enriched with unique seasonal floral embroideries on both beaded and suede bases. Completing the offer is a luxurious black python version – expression of FENDI’s mastery of materials.
The FENDI Mamma Baguette bag will be available in select FENDI boutiques worldwide and on FENDI.com from February 2025.
FENDI MAMMA BAGUETTE FT JADE THIRLWALL
#FENDIBaguette
Talent: Jade Thirlwall
Photographer / Director: Scandebergs @ CLM Agency
Creative Director: Antonio Moscogiuri
Stylist: Zack Tate and Jamie McFarland
DOP: Peter Bishop @ United Talent Agency
Hair Stylist: Isaac Poleon @ The Wall Group Agency
Make-up Artist: Sophia Sinot @ A Frame Agency
Manicurist: Angel My Linh @ A Frame Agency
Set Designer: Thomas Bird @ East Agency
Movement Director: Benjamin Jonsson @ Box Artist Management
BTS photographer: Amber Grace Dixon @ Today Management
Production: Rosco @roscoproduction
Executive Producer: Laura Oughton @roscoproduction
Producer: Alice Kasinather-Jones @roscoproduction
