LONDON — All eyes are on the Mamma Baguette at Fendi right now.
British musician and former Little Mix band member Jade Thirlwall features in a campaign for the soft napa leather handbag that made its debut at the brand’s spring 2025 runway show.
In the images and short film shot by photography duo Scandebergs, otherwise known as Alberto Albanese and Stefano Colombini, Thirlwall is seen laying on a chaise lounge chair with a Mamma Baguette, while another version of the handbag sits on the floor.
In another shot, the pop star is on stage with a silver microphone and the handbag resting on her arm.
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Jade Thirlwall for Fendi’s Mamma Baguette handbag campaign.
“I’ve been a fan of Fendi as a brand for many years, so it was an honor to work with them on this Mamma Baguette campaign. I remember first seeing their Baguette on ‘Sex and the City’ years ago,” she said.
“I love the way that Fendi reinvents their classic shapes with new materials and colors every season, as seen in this new take of the Mamma Baguette,” she added about the handbag, which borrows its codes from the Baguette.
The Mamma Baguette is available in three sizes: small, medium and large, in shades of pale pink, dove gray, black and matcha green. The handbag starts at 1,900 pounds for the small and 2,850 pounds for the large.
Fendi’s Mamma Baguette handbag campaign.
Earlier this week, Fendi turned its space at Selfridges pale pink to mark the launch of the Mamma Baguette handbag.
A sculptural installation features three sizes of the handbag piled on top of each other to match the pale interiors, which also feature illustrations and columns for displays.
Customers will have the opportunity to customize their Mamma Baguette handbags with letters and symbols at the accessories minibar.
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