“It’s not a bag, it’s a Baguette”: 30 years later, Sarah Jessica Parker reprises her role as Carrie Bradshaw for Fendi
A replica, a bag, an icon. In 2026, Fendi revives one of the most iconic moments in fashion history by reuniting Sarah Jessica Parker with the Baguette, the game-changing “it” bag. This new campaign promises much more than just a fashion image.
A design that has become legendary in the history of fashion
Thirty years ago, the heroine of *Sex and the City* uttered this line that has stuck in everyone’s memory: “It’s not a bag, it’s a Baguette.” With just one line of dialogue, Carrie Bradshaw elevated this model to a status that few accessories have ever achieved. The line has become an anthem for fashion enthusiasts around the world.
What’s more, that televised moment helped make the Baguette one of the first true “it” bags in history. It was no longer just an item to carry. It was a wayto express who you are.
Yet, when it was launched in 1997, the bag designed by Silvia Venturini Fendi went against the grain. At the time, the industry was celebrating clean lines and understated elegance. This bag, on the other hand, featured bold colors, intricate embroidery, and unexpected materials.
An accessory that goes against the grain
While the major fashion houses were focusing on simplicity, this underarm bag made a bold statement. Its compact shape, intricate details, and assertive character made it impossible to ignore. As a result, it became much more than an accessory: it was a style statement.
As a result, the model quickly set itself apart from everything else the industry had to offer. It didn’t set out to please everyone. It set out to please those who dare.
“It’s not a bag—it’s a Baguette.”
Sarah Jessica Parker Returns as Carrie Bradshaw
In this brand-new campaign, the American actress reprises the role that made her famous. She is photographed with a contemporary reinterpretation of the original model. It’s a direct nod to the series that turned this bag into a cultural phenomenon.
Back in the role of Carrie Bradshaw, Sarah Jessica Parker once again embodies that strong connection between a fictional character and a very real object. The Italian fashion house has chosen the perfect partner to convey this message. Few actresses could have embodied this comeback with such precision.
So, the campaign does more than just sell a bag. It tells a story shared by the brand, the actress, and all the women who grew up looking to Carrie Bradshaw as a style icon.
- The Baguette was created in 1997 by Silvia Venturini Fendi
- The iconic line is from the TV series *Sex and the City*
- The model has been produced in hundreds of versions over the years
- Sarah Jessica Parker plays Carrie Bradshaw in this 2026 campaign
- The campaign features a contemporary reinterpretation of the original bag
A Thoughtfully Planned Return
By choosing Sarah Jessica Parker for this campaign, Fendi is playing the nostalgia card in a very precise way. It’s not just a nod to the past. It’s a conversation between a bygone era and the present.
What’s more, this choice speaks directly to an entire generation of women. Those who grew up watching *Sex and the City* recognize something deeply personal here. They see a bag they once dreamed of carrying, carried by a character they loved.
“Le Baguette,” a play that has stood the test of time
Available in hundreds of versions since its creation, the Baguette has never truly gone out of style. It has been collected by fashion insiders, brought back into fashion time and again, and regularly embraced by new generations. Thus, it proves that a bag can have a much longer lifespan than just a seasonal trend.
At a time when trends come and go at breakneck speed, some pieces stand the test of time. Fendi’s Baguette falls into this rare category. It has spanned decades without losing its allure.
As a result, this 2026 campaign is more than just a marketing exercise. It serves as a reminder that fashion, when it is authentic, can create pieces that stand the test of time—pieces that carry a story, an emotion, or a specific moment in time.
By bringing these two icons together once again, the Italian fashion house confirms one thing: some it-bags never go out of style. Over time, they become something more than just an accessory. They become symbols.
