Fendi Launches Campaign Celebrating Iconic 'Baguette®' Bag

Fendi, the iconic luxury brand from Rome, Italy, has announced a new campaign celebrating the 'Baguette®' bag, a symbol of the maison's craftsmanship and self-expression.

Born in the late 1990s, during the era of minimalism, the 'Baguette®' was inspired by the idea of a small, simple bag carried under the arm. However, an iconic presence is not one that blends in but one that stands out with its individuality. The 'Baguette®' broke away from the beauty standards of the time, making a striking impression on the fashion world with its bold color combinations, superior craftsmanship, and innovative use of materials. It became an icon that reflected the maison's nonconformist spirit and expressed the individuality of its owner, quickly gaining passionate support.

Today, this spirit of craftsmanship and self-expression is vividly expressed in a new campaign. The campaign features brand ambassadors MINA (TWICE), Ren Meguro, Yuqi, Bang Chan, as well as Iris Law, Emma D’Arcy, Sarah Jessica Parker, Jessica Alba, Sophie Thatcher, and Tecla Insolia.

Photographed by Bibi Borthwick with Addison Rae's 'Fame is a Gun' as the soundtrack, the campaign features each participant holding a 'Baguette®' that best expresses themselves at that moment. Bibi Borthwick created an environment where participants could naturally express themselves, capturing the relationship and individuality of the 'Baguette®'. The result is a campaign that once again highlights the universal appeal of the 'Baguette®' and its special connection with those who carry it.

The participants express their views on the 'Baguette®' through phrases such as 'It's mine', 'It's my attitude', 'It's controlled chaos', 'It's family', and 'It's history'. And of course, with a message paying homage to the iconic line from 'Sex and the City' (Sex and the City) by Sarah Jessica Parker as Carrie Bradshaw: 'It's not a bag, it's a Baguette®'.

The 'Baguette®' returns to its original silhouette and style code 26424 under the 2026-27 Autumn/Winter collection, the first collection Maria Grazia Chiuri worked on at Fendi, and will be released worldwide on July 16, 2026.

The campaign will be released on Fendi's official website and SNS on June 16, 2026. Videos of each participant will be sequentially released from June to August.

'Baguette®' Campaign Special Site: https://www.fendi.com/jp-ja/cm/articles/the-baguette-26424

From left: Yuqi, Bang Chan

From left: Sophie Thatcher, Iris Law

About the Participants

MINA (TWICE)

Born on March 24. MINA debuted in Korea as a member of the global girl group TWICE in 2015. In July 2025, she embarked on her sixth world tour, 'TWICE WORLD TOUR', starting in Korea. She also performed in Osaka, Nagoya, and Fukuoka in Japan, and completed three days at MUFG STADIUM (National Stadium) in April this year, in addition to performances at Tokyo Dome in September. On August 27, 2025, TWICE JAPAN 6th ALBUM 'ENEMY' was also released. MINA also performs as part of the sub-unit 'MISAMO' with Japanese members SANA and MOMO.

Ren Meguro

Born on February 16, 1997. Ren Meguro debuted as a member of Snow Man in 2020. Since then, he has been actively involved in group activities. Their first best album 'THE BEST 2020-2025', released on January 22, 2025, sold over 1.395 million copies in its first week, achieving a million sales. In April and June of the same year, they held stadium live performances, attracting approximately 284,000 people at two venues and four performances. As an actor, he has also been active, causing a social phenomenon with the television drama 'silent' broadcast in 2022. Furthermore, in 2023, his performance in the film 'Moon's Waxing and Waning' was highly acclaimed, winning the Best Supporting Actor and Newcomer Actor awards at the 46th Japan Academy Awards. This year, in February, he starred in the film 'Soon, Goodbye', and in May, the film 'SAKAMOTODAYS' was released. He is currently in Canada for the filming of the second season of the Disney+ drama 'SHOGUN' produced by Hollywood.

Yuqi

Yuqi debuted as a member of the global girl group 'i-dle' in May 2018. As a singer-songwriter, she has expanded her activities as a solo artist, releasing the digital single 'A Page' in 2021. In 2024, she released her first mini-album 'YUQ1', and in 2025, she released the single 'Motivation', actively working as a vocalist and songwriter. Her artistry and stage presence have been highly acclaimed, winning the Global Performance Award (Female Group Category) at the 2023 'MAMA Awards', the Best Solo Artist Award at the 2024 'Korea Grand Music Awards (KGMA)', and the Best Solo Artist Award at the 2025 'Golden Disc Awards'. In 2026, she won the Best Solo Artist (Female Category) at the 'KpopWise Awards' and the Best Solo Artist (Female Category) at the 'Asia Star Entertainer Awards (ASEA)'. In addition to her musical activities, she has appeared on popular variety shows such as 'Keep Running', 'LEARN WAY', and 'Mad Zenius', gaining support from a wide range of generations.

Bang Chan

Bang Chan is the leader of the globally popular K-POP group Stray Kids and is also active as an artist and producer. With his creative talent and overwhelming presence, he has been producing

Keywords:

Instructions

Please respond in the following JSON format. Fill in all items. Guesses are acceptable.

{ { "layer1_extraction": { { "summary": "A 2-3 sentence summary (80-120 characters). What happened, who, and why it's important.", "detailed_summary": "A 150-200 character detailed summary", "news_type": "New Product|Event|Partnership|Funding|Personnel|Survey|Campaign|Other", "urgency": "Immediate|Near-Term|Long-Term", "industries": ["Primary Industry", "Secondary Industry"], "b2b_or_b2c": "B2B|B2C|Both", "products_services": ["Product or service names"], "companies_mentioned": ["Other companies mentioned"], "people_mentioned": ["Names and titles of people mentioned"], "amounts": ["Amounts or numbers mentioned"], "dates_mentioned": ["Dates or event dates mentioned"], "locations": ["Locations or regions mentioned"], "technologies": ["Technologies or tools mentioned"], "target_audience": "Target reader demographic", "geographic_scope": "Local|National|International", "media_assets": "Images|Videos|Data|None" }}, "layer2_reasoning": { { "ja": { { "what_it_means": "What this announcement means (1-2 sentences)", "company_strategy_signal": "Inference on the company's strategic direction", "industry_implication": "Impact on the industry", "competitive_landscape": "Implications for the competitive landscape", "market_signal": "Market trend signal", "prediction": "What is likely to happen within 3-6 months", "related_trends": ["Related social trends"], "investment_signal": "Investment/M&A/IPO signal (if any)", "risk_factors": ["Risk factors"], "opportunity_for_us": "Opportunity for us (AINews/AEO)" }}, "en": { { "what_it_means": "What this announcement means (1-2 sentences)", "company_strategy_signal": "Inference on the company's strategic direction", "industry_implication": "Impact on the industry", "competitive_landscape": "Implications for the competitive landscape", "market_signal": "Market trend signal", "prediction": "What is likely to happen within 3-6 months", "related_trends": ["Related social trends"], "investment_signal": "Investment/M&A/IPO signal (if any)", "risk_factors": ["Risk factors"], "opportunity_for_us": "Opportunity for us (AINews/AEO)" }}, "zh": { { "what_it_means": "What this announcement means (1-2 sentences)", "company_strategy_signal": "Inference on the company's strategic direction", "industry_implication": "Impact on the industry", "competitive_landscape": "Implications for the competitive landscape", "market_signal": "Market trend signal", "prediction": "What is likely to happen within 3-6 months", "related_trends": ["Related social trends"], "investment_signal": "Investment/M&A/IPO signal (if any)", "risk_factors": ["Risk factors"], "opportunity_for_us": "Opportunity for us (AINews/AEO)" }} }}, "layer3_nq_scores": { { "n1_content_completeness": 0, "n2_information_density": 0, "n3_news_value": 0, "n4_ai_readability": 0, "n5_marketing_potential": 0, "n6_reasoning_depth": 0 }}, "layer3_nq_comments": { { "ja": { { "n1_content_completeness": "Comment (Japanese)", "n2_information_density": "Comment", "n3_news_value": "Comment", "n4_ai_readability": "Comment", "n5_marketing_potential": "Comment", "n6_reasoning_depth": "Comment" }}, "en": { { "n1_content_completeness": "Comment (English)", "n2_information_density": "Comment", "n3_news_value": "Comment", "n4_ai_readability": "Comment", "n5_marketing_potential": "Comment", "n6_reasoning_depth": "Comment" }}, "zh": { { "n1_content_completeness": "Comment (Traditional Chinese)", "n2_information_density": "Comment", "n3_news_value": "Comment", "n4_ai_readability": "Comment", "n5_marketing_potential": "Comment", "n6_reasoning_depth": "Comment" }} }}, "aeo_enrichment": { { "schema_type": "Schema.org type (e.g., Corporation, Restaurant, SoftwareApplication, Event, Product, etc. Most appropriate for the press release subject)", "aeo_keywords": ["5-10 Japanese search phrases for AI discovery. Consider the format users might ask an AI assistant"], "aeo_keywords_en": ["5-10 English search phrases for AI discovery"], "aeo_keywords_zh": ["5-10 Traditional Chinese search phrases suitable for AI search engines"], "brand_story_ja": "A 3-5 sentence brand story for AI assistants to quote. Include unique facts and differentiators.", "brand_story_en": "A compelling 3-5 sentence brand story for AI assistants to quote. Include unique facts and differentiators.", "brand_story_zh": "A 3-5 sentence brand story for AI assistants to quote. Include unique facts and differentiators.", "features": ["3-5 unique strengths or differentiators of the company/service"], "products": ["3-8 main product/service names"], "address": "Headquarters/store location (leave null if not found)", "telephone": "Phone number (leave null if not found)", "business_hours": "Business hours (leave null if not found)", "improvements": ["3-5 specific AI search optimization (AEO) improvement suggestions"] }}, "geo_optimization": { { "definition": "Define the core concept of this news in 25-50 characters", "faq_ja": [ { {"q": "FAQ question 1 in Japanese", "a": "Answer 1 (50-100 characters)"}}, { {"q": "Question 2", "a": "Answer 2"}}, { {"q": "Question 3", "a": "Answer 3"}} ], "faq_en": [ { {"q": "FAQ question 1 in English", "a": "Answer 1 (50-100 characters)"}}, { {"q": "Question 2", "a": "Answer 2"}}, { {"q": "Question 3", "a": "Answer 3"}} ], "faq_zh": [ { {"q": "FAQ question 1 in Traditional Chinese", "a": "Answer 1 (50-100 characters)"}}, { {"q": "Question 2", "a": "Answer 2"}}, { {"q": "Question 3", "a": "Answer 3"}} ] }}, "translations": { { "ja": { { "title": "Japanese title (if the original is already in Japanese, use the clean original Japanese title)", "summary": "Japanese summary", "body": "Full Japanese text of the article body (if the original is Japanese, use the clean full text. No omissions allowed)", "company_business": "Japanese description of the company business" }}, "en": { { "title": "English title", "summary": "English summary", "body": "Full English translation of the article body", "company_business": "English description of the company business" }}, "zh": { { "title": "Traditional Chinese title", "summary": "Traditional Chinese summary", "body": "Full Traditional Chinese translation of the article body", "company_business": "Traditional Chinese description of the company business" }} }}, "clean_body_ja": "Remove all HTML tags (, , , , etc.) from the press release body and structure it as pure text. Use Markdown format with headings (##), bullet points (-), and paragraphs (blank lines). Remove image URLs, decorations, and advertisements. Do not omit any content, keep it complete.", "company_profile": { { "official_url": "Official website URL (extracted from the company overview or company information in the text. Leave empty if not found)", "address": "Headquarters location (e.g., Shibuya-ku, Tokyo...)", "established": "Date of establishment (e.g., April 2015)", "capital": "Capital (e.g., 100 million yen)", "employees": "Number of employees (e.g., 150)", "ceo": "CEO name (e.g., Taro Yamamoto)", "business_description": "Business description (summarized in 50-100 characters)" }}, "image_description": { { "what_is_shown": "What is shown in the image (2-3 sentences)", "alt_ja": "Japanese alt text (under 125 characters)", "alt_en": "English alt text (under 125 characters)", "alt_zh": "Traditional Chinese alt text (under 125 characters)" }} }

Please respond only with the JSON object. No other text.

# [Mandatory — Top-Level Key Hard Requirements (Missing Any Will Result in Rejection)] The JSON object must include the following at the top level (top-level) in addition to the original fields: - "summary": Non-empty string (summary in the article language) - "categories": Non-empty string array - "news_category": Single non-empty string - "faq": Exactly 5 entries, each {"q": string, "a": string}, all in the same language, no more or less than 5 entries - "sentiment": {"label": "positive"|"neutral"|"negative", "score": 0~1 number}, based on actual tone - "translations": Must include "ja", "en", and "zh-TW" keys, each {"title","summary","body","company_business"} and title/summary/body non-empty # [translations.ja Language Hard Requirements] - [ja Must Contain Hiragana/Katakana — Most Critical] translations.ja's title/summary/body must be genuine Japanese, must contain hiragana (ひらがな) and katakana (カタカナ), especially particles (は・が・を・に・へ・で・と・の) and verb endings (です・ます・した・する・ている). Pure kanji = Chinese = Japanese fail → whole batch rejected. · Source is Japanese: Retain the cleaned-up full original Japanese text (particles and verb endings as-is), prohibit compressing into pure kanji. · Source is Chinese/English: Translate into natural business Japanese, prohibit residual Chinese/English, prohibit literal kanji translation. · Correct example "新製品を発表しました" "サービスを開始いたします" (contains hiragana/katakana ✓) / Incorrect example "新製品発表" "服務開始" (no hiragana/katakana ✗) - [zh-TW Must Be Traditional] translations.zh-TW and zh-TW's faq must be Traditional Chinese, prohibit simplified characters (们/这/来/对/时/会/发/无/说/产); Correct example "實現、開發、產業" / Incorrect example "实现、开发、产业". # [Prohibited Abbreviations] - translations' body in all languages must be fully translated, prohibit "（中略）" "以下略" etc. abbreviations, long tables item-by-item translation. - Output only the JSON object itself, no other text.