Fendi Reimagines Iconic Mamma Baguette Bag With Jade Thirwall In New Campaign
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British pop star Jade Thirwall and the Fendi Mamma Baguette bag slay in their new style
After 25 years, Fendi’s iconic Mamma Baguette bag returns in a reimagined, ultra-soft design, making a grand statement on the Spring/Summer 2025 runway. This rework pays tribute to Fendi’s enduring legacy while introducing a fresh, contemporary twist.
The Original Style
First introduced in the late ‘90s, the Mamma Baguette was created as a tribute to Fendi’s founder, Adele Casagrande Fendi. As the mother of the famous Baguette bag, this larger iteration was designed to provide more space and comfort while retaining the original Baguette’s signature elements, its rectangular shape, flap closure, shoulder strap, and the iconic FF logo buckle.
Over the years, the Mamma Baguette has continuously evolved, cementing itself as a distinct piece in the Fendi collection.
Past And Present
In a brilliant fusion of past and present, the Mamma Baguette bag for Spring/Summer 2025 showcases a luxurious, buttery soft nappa leather and a tactile drawstring closure, giving it a new, feminine elegance. The signature FF logo buckle has also been subtly reworked with leather inlays, a nod to Fendi’s rich leathergoods heritage.
Designed for modern utility, the Mamma Baguette bag comes in three sizes, namely, large, medium and small. The Small is the perfect size for daily essentials, offering versatility as it can be carried by hand or worn crossbody with an adjustable leather strap.
The color palette is as sophisticated as ever, featuring timeless shades of dove, black, and white, alongside softer hues like pale pink, sage green and matcha green. For a touch of elegance, some bags are adorned with unique floral embroideries, presented on both beaded and suede textures. Additionally, a luxurious black python version exemplifies Fendi’s unparalleled craftsmanship in exotic materials.
The revamped Mamma Baguette bag will be available in select Fendi boutiques worldwide and on Fendi.com starting February 2025, marking the return of a true icon in the fashion world.
