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  • Ty Gaskins


To announce the news, Linda Evangelista modeled the bag in a new Fendi campaign

Credit: Fendi

Luxury fashion brands continue to prove that destination fashion shows are back in full swing, especially European houses making their way to the United States (see Gucci in L.A. and Balenciaga and Alexander McQueen in New York). The next brand that will be traveling to the Big Apple for a big show is high-fashion Italian house, Fendi.

The label backed by LVMH is making its way across the pond to N.Y.C. and staging a fashion show to celebrate the 25th anniversary of the Fendi Baguette bag on September 9. The It-bag in the late ’90s and early ’00s made its mark in pop culture history thanks to Sex and the City‘s Carrie Bradshaw. In an episode when Carrie gets mugged, Carrie corrected a thief who asked her to hand over her “bag” by saying, “It’s a Baguette.” In 2019, actress Sarah Jessica Parker who plays Bradshaw starred in Fendi’s campaign relaunching the iconic bag (err… baguette). Her character also rewore the baguette in the series revival, And Just Like That.

To announce the news, Fendi released an accessories campaign with supermodel Linda Evangelista fronting the ad. The star posed with two of the iconic bags and balanced three baseball caps on her head. The campaign marks Evangelista’s first modeling job since opening up about her CoolSculpting procedure that left her “permanently deformed.” The model shared the campaign image on her personal Instagram, detailing the news of the show and adding, “I am so grateful.”

Fendi may have another connection to New York. There’s speculation of a potential upcoming collaboration between the brand and New York-based label, Marc Jacobs. It hasn’t been confirmed by the brands, but seeing as Fendi collaborated with Kim Kardashian’s body-shaping label, SKIMS last year and with Versace for “Fendace,” more mash-ups could be coming.


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