Fendi reissues – The purple sequined Fendi Baguette, first introduced in Autumn/Winter 1999–2000 and made famous by Carrie Bradshaw in Sex and the City, is back in its signature 26424 form. Fendi’s latest campaign pairs Sarah Jessica Parker with Maria Grazia Chiuri’s renewed d
When Carrie Bradshaw reached into her bag and corrected the mugger mid-incident, she wasn’t just defending a purchase. In episode 17 of season 3 of Sex and the City—aired in 2000—she calmly insisted that her purple sequined Fendi Baguette was “not just a bag.” The moment was pure fashion theater: a city that kept moving. and a style object that refused to go quietly.
Two decades later, the same energy is back. In And Just Like That…. the purple sequins are still turning heads. and when young women come running after her shouting “I need that bag. ” the only answer that fits the character’s rules of etiquette—and the show’s history—remains: “Oh. this isn’t a bag. It’s a Baguette.”.
The Baguette’s story begins before Parker’s return to it. Silvia Venturini Fendi introduced the bag in Autumn/Winter 1999–2000, following an earlier arrival of the Fendi Baguette in 1997. Designed to carry little more than the essentials. it arrived dressed in enough sequins. beads. and prints to be spotted from across the street. It became the it-bag in the late 1990s and early 2000s. shifted into the prized-vintage era in the 2010s. and then found a new wave of re-editions in the 2020s as fashion kept pulling the Y2K moment back onto the runway.
What made Parker’s Carrie Bradshaw so central to that afterlife wasn’t just celebrity. Patricia Field—the costume designer behind the series and the architect of “four closets that launched a thousand shopping addictions”—was the bridge between fashion and fantasy. The Baguette’s cultural reach grew through her styling. and it’s hard to separate the bag’s endurance from the show’s insistence that style can be a plot point.
Then comes the other hinge in the story: Maria Grazia Chiuri’s relationship with the house. Before Parker fully reunited with a beaded bag. Chiuri did something that felt like a design return rather than a revival. The designer returned to Fendi after 37 years. and with her debut “Less I. More Us. ” the Baguette’s original silhouette and style code returned—26424.
Fendi’s latest campaign turns that code into a whole cast. Photographer Bibi Borthwick shot the campaign featuring Sarah Jessica Parker alongside Jessica Alba. Emma D’Arcy. Bang Chan. MINA. Sophie Thatcher. Iris Law. Tecla Insolia. Song Yuqi. and Ren Meguro. The message is unmistakable in the sheer variety of faces: there really is “a Fendi Baguette for everyone. ” not because the bag changed to fit everyone. but because everyone keeps finding themselves in it.
Fendi Baguette 26424 Sarah Jessica Parker Carrie Bradshaw Sex and the City And Just Like That… Maria Grazia Chiuri Silvia Venturini Fendi Patricia Field Bibi Borthwick fashion campaign purple sequined bag