Jade Thirlwall steps into the spotlight once again, teaming up with FENDI for its refreshed Mamma Baguette launch. The British singer, known for her chart-topping pop tracks and dynamic style, unveiled a preview of a new song exclusively for the house—an unexpected pairing that echoes FENDI’s knack for combining heritage with modern flair.
Shot by Scandebergs, the campaign follows Thirlwall through a day that shifts from intimate backstage moments to a commanding center-stage presence. Along the way, she highlights the bag’s “effortless adaptability,” revealing how it can transition from practical carryall to sleek performance accessory.
Originally introduced in the early 2000s by Silvia Venturini Fendi, the Mamma Baguette returns for Spring/Summer 2025 with a tactile drawstring accent and that unmistakable rectangular form. The signature FF buckle and flap closure remain, while an adjustable leather strap lets you wear it in hand or sling it across the body. Each size—small, medium, and large—comes in an array of shades like Dove, Matcha Green, Sage Green, plus black, white, and pale pink. Those drawn to a more ornate finish can find versions with floral embroideries on beaded or suede surfaces, and a sleek black python edition delivers a bolder twist.
Under the guidance of Kim Jones and Silvia Venturini Fendi, the house continues its momentum in accessories, offering a piece that resonates with a new generation of fans. Thirlwall’s involvement, especially with the exclusive track, nods to FENDI’s ongoing evolution—blending music, style, and heritage into a statement that feels right for now.
