The One: Fendi reimagines the iconic Mamma Baguette bag to celebrate its 25th anniversary

Jade Thirlwall Stars in FENDI’s New Mamma Baguette Campaign

Photo © Scandebergs FENDI presents a new take on the Mamma Baguette bag with a fresh interpretation for Spring Summer 2025, refining its classic structure with soft, modern details. Originally a signature of the Maison, the bag returns with a contemporary approach, emphasizing both style and practicality. To introduce this latest version, FENDI collaborates with British pop star Jade Thirlwall, who brings her presence to a campaign directed by S…

The One: Fendi reimagines the iconic Mamma Baguette bag to celebrate its 25th anniversary

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It’s called Fendi Mamma Baguette and in it you find everything, it’s like the fashion version of Mary Poppins’ briefcase. The famous “mama bag” is a basic that can’t be missed in your bag rotation for those long days. Because classics only burst, after twenty-five years, Fendi re-launches the Mamma Baguette, which was presented on the spring-summer 2025 catwalk in a contemporary, ultra-soft and spacious version.