Written By Inaara Busari
“Charming, timeless, and playful.”
These are the words that fashion model Hikari Mori used to describe the FENDI’s Spring/Summer 2019 Baguette bags, and we can honestly agree with each of these assertions. Originally designed in 1997, the Baguette bag became an iconic must-have because of its rebel identity; the bag was like a hero that emerged to fight the minimalism of the nineties.
FENDI’s Spring/Summer ’19 Collection of the bag revitalizes its design with makes of uber soft leather, in hues of pastel pink and blue. Alongside the sweeter options are designs of embroidered jacquard, and denim with monochromatic stitching, the eye-catching details of which positively assure us that the #FendiBaguette is as Hikari says.
However, the rejuvenation of the FENDI icon has come with a twist. Not without a storyline, FENDI is campaigning the Baguette through a short film comprising of three episodes. Hikari Mori, alongside a gamut of influencers and musicians, has been chosen to star in FENDI’S #ForeverBaguetteBag.
The three episodes use three friendship groups to sell the inseparable duo of friends from the Baguette bag: whether it’s getting ready for a night out with the girls, or lunching religiously at a favourite cafe, FENDI moralises the universal importance of friendship. Whether the girls are running through the streets of Hong Kong, or singing karaoke in Shanghai, it is the power of the bag that makes these women #BaguetteFriendsForever.
Don’t forget to check out the FENDI episodes below!
EP 1: “THE BAGUETTE IS BACK”
In Episode 1, movie actresses Tan Zhuo and Qian Xin, as well as influencers Yu Wei and Yoyo are getting ready for a night out. Clad from head to toe in FENDI, the women find the perfect Baguette, before heading to a karaoke bar. The catchphrase is uttered when the bouncer of the bar asks to see Tan Zhuo’s bag, to which she replies: “This is not a bag, it’s a Baguette.”